Greg Pressoir, senior brand manager for Myprotein in the US, said the cognitive health category was chosen for a US-specific line because of the particular features of this market.
“Nootropic supplements have become increasingly popular in the US and are commonly used for boosting mental performance. This category is a natural progression for Myprotein and allows us to support our consumer’s goals whether at home, in the office or in the gym,” he said.
Based on branded ingredients
The two products, called THE Neuro-Engage and THE Neuro-Restore, are based on a suite of branded ingredients. The Neuro-Engage product includes TeaCrine branded form of theacrine from Compound Solutions as well as caffeine and l-theanine. It also includes AstraGin, a branded mixture of ginseng and astragalus manufactured by NutraCap Labs.
The Neuro-Restore product features KSM 66 Ashwagandha, a branded form of root-only extract of this increasingly popular Ayurvedic herb that is noted as an adaptogen.
Pressoir said the company chose the branded ingredients because of the strong science backing their benefits. For example, KSM 66 has been shown to reduce stress in a study that included 64 patients, as measured both by cortisol levels and answers to standardized questionnaires, he said. Similarly, TeaCrine has research backing its effects at boosting focus and concentration, Pressoir said.
“Our new product developers worked with our internal food regulatory team to assess the weight of scientific evidence behind the ingredients to deliver highly effective formulas. The ethos of Myprotein’s PRO range is to provide high-profile, cutting-edge ingredients and TeaCrine and KSM 66 seemed like obvious choices,” Pressoir said.
More US specific products to come
Pressoir said the two new products are just the start of the brand’s differentiation plans for the US market.
“We have an extensive range of products already available for sale in the US, including traditional and plant based proteins, pre and post workout supplements and BCAA’s. In addition to THE Neuro Range, we have plans to launch several new and exciting US exclusive products, flavors and packaging across our range in 2019,” he said.
Restrained packaging, marketing
The new products feature restrained packaging, which is in line with Myprotein’s highly restrained, one might even say staid approach to product branding and graphics. But that itself could be a differentiator in the US market, Pressoir said, where sports nutrition products feature screaming graphics, day glow colors and pictures of bulging biceps festooned with firehose-sized veins.
“At Myprotein US we prefer to let the quality of our products speak for itself. We offer quality, simple and accessible products for anyone looking for their competitive edge, and our packaging reflects that. US consumers first and foremost want their supplements to deliver results and ours do,” Pressoir said.
Pressoir also said the company is relying on a low-key marketing strategy of working through influencers and word of mouth, rather than signing up big sports or fitness names to hawk the brand.
“As Europe’s number one sports nutrition brand, we are determined to grow and strengthen Myprotein in the US. Our strategy is focused on growing a grassroots influencer community (vs leveraging big names), in order to create an authentic and relatable feel, which is more aligned with our brand,” he said.