This range consists of three protein bars and three energy bars.
The protein bars comes in three flavours (Chocolate, Strawberry and Vanilla) each 50g bars providing 30% protein. The energy bars also comes in three flavours (Honey & Peanuts, Coconut and Red Berries) each 45g with a carbohydrate content ranging from 66-73%.
During the conceptual phase it was agreed that all Protein- and Energy bars under the Fitness Pharma brand should be low in calorie, taste good and appeal in design to a more diverse market than just your average “sports” bar. The result is that all bars are made and produced with less than 170 calories per bar and with a design that appeal to the wide audience due to a more confectionary look. This has resulted in a range where the protein bar (with chocolate flavor) in less than 12 month has become one of the best selling protein bars in Denmark… quite an achievement!
Increasing health awareness and changing consumer groups are the major growth drivers for the global Sports Nutrition market. Traditionally, bodybuilders and athletes were the only consumers for sports nutrition products but in recent years, new user groups (recreational and lifestyle users) have increased their market share.
Not only does a growing market present new business opportunities but it seems that this new customer base contrary to the traditionally user of sports nutrition is more likely to stay loyal to a brand once they have started using it. This is why we recommend our partners to target the recreational and lifestyle users when developing sports nutrition as part of their business.
We have successfully exploited a gap in the sports nutrition market selling the products through a previous underdeveloped channel, the Supermarkets. When developing the design for this particular range we have intentionally been focusing on a design that would appeal to the mass market resulting in a main stream design/image which you commonly would find in supermarkets.