Sports nutrition brand Ascent continues grocery channel expansion with Wegmans deal

By Adi Menayang contact

- Last updated on GMT

Sports nutrition brand Ascent continues grocery channel expansion with Wegmans deal

Related tags: Sports nutrition, Protein, Retailing, Casein, Whey, Whey protein

Sports nutrition continues its penetration into the grocery channel as Ascent inks distribution deal with East Coast grocery retailer Wegmans.

Ascent’s products Native Fuel Whey Protein Powder and Native Fuel Micellar Casein will be available starting January 2019 at all 98 Wegmans locations across New York, Massachusetts, New Jersey, Maryland, Virginia, and Pennsylvania, the company announced in a press release.

This new announcement follows on the heels of Ascent’s deal with Whole Foods back in August, when the company unveiled that its products will be available in 400 Whole Foods stores nationwide​.

The company positions itself as a ‘clean label’ sports nutrition brand, as it eschews artificial ingredients and includes no sugar in any of its products (it is sweetened instead by the non-caloric monk fruit extract).

"Ascent is aligned with Wegmans Food Markets on our mutual commitment to providing high-quality, healthy products to our consumers, so that they can live better lives,"​ says Paul Vraciu, general manager of Ascent Protein.

"Our new partnership will allow our hard-working, clean-eating athletes to find their preferred protein in their favorite local grocery store."

This latest announcement reflects the increasing competition supplement retailers have as destinations for sports nutrition shoppers, as consumers now have plenty of options at grocery stores, online​, and even convenience stores​.

Are you interested in sports nutrition? Join us for our inaugural Sports Nutrition Summit 2019​​

The Sports Nutrition Summit will bring together leading scientists, market analysts and innovators in a unique, market-leading face-to-face event. Building on parent company William Reed’s success in running its Probiota Americas series, the event will unite stakeholders from across the value chain in a one-of-a-kind networking opportunity. CLICK HERE TO REGISTER​​

The event’s agenda will include sessions on market size and projections.​ Who are the customers? Where are the growth opportunities? Formulation questions. What are the best supported ingredients? What are the up-and comers? Where is the innovation? The science of sports nutrition. These sessions will focus on the latest studies in the field. What modes of action are best supported? What are the trends in research?

Lessons from the world of sport.​ How are supplements used by athletes? How does that affect how more mainstream consumers view them? Marketing issues. How do companies best reach their consumer? What kind of influencers should companies look for to help in this communication?



Related news

Related products

show more

It’s time to redefine mobility

It’s time to redefine mobility

BIOIBERICA, S.A.U. | 13-Jul-2021 | Insight Guide

At Bioiberica, we’re tapping into the demand for holistic health solutions with a new identity for our Healthcare branded ingredients – starting with mobility....

Maximize the Benefits of Protein with ProHydrolase®

Maximize the Benefits of Protein with ProHydrolase®

Deerland Probiotics & Enzymes | 04-Jun-2021 | Product Catalog

ProHydrolase is a highly effective blend of protease enzymes designed to quickly and efficiently break down protein into bio-usable form. It maximizes...

Probiotics are the next big thing in sports

Probiotics are the next big thing in sports

Lonza | 20-May-2021 | Product Brochure

The sports nutrition market is over $20B with a 9.1% growth rate, and shows no signs of slowing. With probiotics more popular than ever, it’s no wonder...

Related suppliers

Follow us


View more