Following on from our recent blogs diving into the meaning behind the terms active nutrition and proactive nutrition, we wanted to share some examples of brands that perfectly encapsulate the kinds of products that are winning within this changing landscape. 

These are all products that are intrinsically part of the sports nutrition product repertoire, but that have been reimagined and redefined to create a focused proposition that targets active consumers in a non-sports nutrition context. 

As a result, all four brands have defined new categories where they are not inhibited by stereotype. Let’s take a look. 

Four brands doing active nutrition right

Convenient food: Huel 

Huel is a traditional meal replacement, albeit a modernised one, that has repurposed its positioning away from weight-focused consumers to those looking for a positive way to manage food intake as part of a busy lifestyle. It has defined a new category of convenient food. 

Healthy snacking: Grenade 

The classic high protein bar has evolved in taste and texture to offer an indulgent high protein, low sugar treat. Positioned as a better for you alternative to a chocolate bar, Grenade has successfully pivoted its brand from sports nutrition to healthy snacking. 

Hydration: Waterdrop 

Electrolytes have always been the traditional domain of endurance brands. However, Waterdrop has reimagined the role of hydration and electrolyte tablets and turned it into a positive daily habit, complete with beautifully branded water bottles and an aspirational lifestyle positioning. 

Superfoods: AG1

AG1’s proposition is all about foundational nutrition and providing a healthy micronutrient start to the day for any consumer looking to be proactive about their diet and nutrition.