Cellucor recently launched a new Peanut Butter Marshmallow flavoured whey protein product in South Africa .
Caramel
Popcorn is one of USN ’ s most popular flavours and is part of four unique whey flavours that have been developed by the consumer , for the consumer .
LOCAL INNOVATION
A supplement company at the forefront of this whey flavour revolution is undoubtedly Ultimate Sports Nutrition ( USN ). The company recently introduced a consumerbased research programme under the USN BlueLab™ initiative first used to develop a new pre-workout product .
“ It has always been USN ' s strategy to give consumers what they want ,” explains Donato Colangelo , Marketing Director at USN . “ With this approach , we believe that we can grow the industry and therefore the brand , too .”
Having said that , Donato explains that brands often go wrong by assuming they know what consumers want . “ It ' s important to determine if you ' re really giving your consumers what they want , or if you ' re forcing them to take what you offer , and that requires clear two-way communication between a brand and their customers .”
To open these channels of communication , USN used the BlueLab™ product development platform to engage consumers with a number of new taste and tactile changes the brand was planning to introduce to their whey protein range .
This consisted of rigorous consumer taste testing performed in South Africa ' s leading supplement retailers , which helped USN to develop a range of products that include the premium ingredients sourced from the world ' s best suppliers , with the added appeal of consumer-influenced flavours .
“ It ' s true that it is becoming increasingly difficult to innovate in the supplement market as there have been few breakthrough developments in the sector over the last few years . However , as a market leader , USN always aims to set the trend , which is why we chose to focus on putting a spin on an old category by innovating whey supplements
“ IT ’ S IMPORTANT TO DETERMINE IF YOU ’ RE REALLY GIVING YOUR CONSUMERS WHAT THEY WANT , OR IF YOU ’ RE FORCING
THEM TO TAKE WHAT YOU OFFER .”
Donato Colangelo , Marketing Director at USN
www . muscleevolution . co . za
53
Cellucor recently launched
a new Peanut Butter
Marshmallow flavoured whey
protein product in South Africa.
LOCAL INNOVATION
Caramel
Popcorn is
one of USN’s
most popular
flavours and
is part of four
unique whey
flavours that have
been developed by
the consumer, for the
consumer.
A supplement company at the forefront of
this whey flavour revolution is undoubtedly
Ultimate Sports Nutrition (USN). The
company recently introduced a consumer-
based research programme under the USN
BlueLab™ initiative first used to develop a
new pre-workout product.
“It has always been USN's strategy to give
consumers what they want,” explains Donato
Colangelo, Marketing Director at USN. “With
this approach, we believe that we can grow
the industry and therefore the brand, too.”
Having said that, Donato explains that
brands often go wrong by assuming they
know what consumers want. “It's important
to determine if you're really giving your
consumers what they want, or if you're forcing
them to take what you offer, and that requires
clear two-way communication between a
brand and their customers.”
To open these channels of communication,
USN used the BlueLab™ product development
platform to engage consumers with a number
of new t 7FR�BF7F��R6��vW2F�R'&�@�v2����rF���G&�GV6RF�F�V�"v�W��&�FV��&�vR�F��26��6�7FVB�b&�v�&�W26��7V�W"F7FP�FW7F��rW&f�&�VB��6�WF�g&�6w2�VF��p�7W�V�V�B&WF��W'2�v��6��V�VBU4�F�FWfV��&�vR�b&�GV7G2F�B��6�VFRF�P�&V֗V���w&VF�V�G26�W&6VBg&��F�Rv�&�Bw0�&W7B7WƖW'2�v�F�F�RFFVBV��`�6��7V�W"֖�f�VV�6VBf�f�W'2�( ėBw2G'VRF�B�B�2&V6�֖�r��7&V6��vǐ�F�ff�7V�BF�����fFR��F�R7W�V�V�@��&�WB2F�W&R�fR&VV�fWr'&V�F�&�Vv��FWfV���V�G2��F�R6V7F�"�fW"F�R�7BfWp��V'2���vWfW"�2�&�WB�VFW"�U4��v�2��2F�6WBF�RG&V�B�v��6��2v��vP�6��6RF�f�7W2��WGF��r7�������@�6FVv�'�'�����fF��rv�W�7W�V�V�G0�( ĕN( �2���%D�BD�DUDU$Ԕ�R�`���^( �$R$T�Œt�d��r��U"4��5T�U%0�t�BD�U�t�B��"�b��^( �$Rd�$4��p�D�T�D�D�Rt�B��R�ddU"�( ФF��F�6���vV����&�WF��rF�&V7F�"BU4�wwr��W66�VWf��WF����6���S0