The ‘pure and simple’ reasons behind Isopure’s growth
Isopure is appealing to new audiences and tapping into smart nutrition and wellness trends.
Isopure has been broadening its appeal to reach new consumers in recent years, driven by products such as Isopure Zero/Low Carb Powders, Isopure Zero Carb Unflavored and Isopure Infusions.
Nearly 35 years after Isopure founders Hal Katz and Ernie Geraci pioneered a fitness drink for bodybuilders, Isopure has transformed its appeal and is now a go-to protein powder for any consumer looking for a nutritional boost.
Consumers trust the short, recognisable ingredients list, and they’re cooking, blending and baking Isopure protein powder into their everyday recipes.
So, how do you make the transition from kitbag to kitchen? For Jonathan Cannizzo, Brand Director Isopure, it’s all about keeping pace with global nutritional trends and consumer needs.
Isopure resonates with consumers who want simple, smart nutrition
“People are taking protein to support a healthy lifestyle,” Cannizzo says.
“The 100 per cent whey protein isolate we use has 0g fat and we offer low to zero carb options. We based our Add Less, Do More campaign on the use of minimal ingredients and this resonates strongly with consumers,” says Cannizzo.
“The unflavoured protein powder we sell is perfect for cooking. It’s just a scoop or half a scoop into whatever you want to make - cookies, pasta sauce, guacamole. It’s easy to mix with just about anything, without compromising the authentic flavour of the dish” he says.
“We’re an everyday premium protein brand that offers a great taste”
“Our products make great smoothies, too,” Cannizzo adds. “Our vanilla protein powder is super easy to add to something like almond milk with berries and a banana, or leafy greens like spinach and kale. It gives a nice protein boost without turning into a massive flavour bomb.”
On social media, brand partners such as chef Kelly Scott and Chef Bayan, enforce the message about how easy it is to use across a variety of recipes from traditional holiday favourites including mashed potatoes and pumpkin pie, to entertaining staples such as individual creme brulee savoury tarts or basic morning staples, like muffins.
Alongside this, the brand and insights teams are seeing an increase in occasions when consumers want protein, from a power breakfast and a high-protein lunch through to a protein-filled dinner to late night snacks.
People are eating more protein for all kinds of reasons, ranging from wanting to feel full and regulate snacking if they’re trying to lose weight, to maintaining muscle mass as they age (1)1 . And many are completely new to the brand. Last year, 73 percent of purchasers were new to Isopure and 34 percent had never bought a protein powder before (2).
When it’s sold alongside everyday food and household goods, this normalises the product as part of a regular family shop. Protein powders are housed in the pharmacy section of the grocery store in the US right now. But Cannizzo is eyeing up other aisles too. “We view the baking aisle as a huge opportunity to further position the brand as an ingredient brand. We’re thinking about this from a partnership perspective as well. For example, why can’t we partner with, say, a large soup brand in the protein space?” he says, seeing even greater potential.
Future plans
New product launches, new markets and new packaging are all in the works to broaden the appeal.
Flavoured products have been reformulated to improve the taste profile – “because taste is king” – and a softer, refreshed packaging design has tested as more approachable and ‘a brand for me’ with audiences while also providing a uniform look for brand blocking.
“The combination of launching innovative, new products, rolling out refreshed packaging designs, all alongside our new creative advertising campaign, collectively will help us achieve our ambitions,” says Cannizzo. “We are eager to see what opportunities 2025 brings.”
References
-
Lux MotivBase; MotivAI Predictive Anthropology; Data pulled July 22, 2024
-
NielsenIQ OMNI Shopper US All Outlets, 52w ending 12/1/2024