Challenger Brand Identifies Significant Market Opportunity in Protein Shakes
Bam Organic is challenging – and aiming to significantly expand – the protein drink market with two new all-natural 25g protein shakes, a major pack redesign and more national listings.
The additions to the brand’s ‘Active’ high protein range are Banoffee (the first of its kind in the UK) and Chocolate. Both these shakes and their stablemate Vanilla offer a ‘clean’ alternative to the refined sugar and artificial ingredients found in many protein drinks.
Now certified by Informed Sport, one of the world’s leading quality assurance programmes for sports nutrition, Bam Organic’s cartons have also had a significant refresh. This gives greater prominence to the company’s ‘No Refined Sugar’ approach, while using foil to enhance shelf stand-out and drive home all-important premium and ‘fresh’ cues.
The three year old challenger brand is capitalising on what it sees as a huge opportunity in the UK market, especially amongst health-conscious 16-34 year olds. This is centred on the demand for natural, great-tasting food and drink – currently badly served by protein drinks and especially for those Britons undertaking medium-intensity fitness activity such as running and cross-fit. With the existing protein food and drink market already worth more than £358m*, this largely untapped group represents a rapidly growing commercial opportunity, especially in ‘grab and go’.
Graham Dodridge, MD of Bam Organic, said: “Over 60% of men and women in the UK are now exercising for at least 150 minutes a week**, so the opportunity for a lifestyle and less ‘hard core’ protein drink is massive. Many people are put off these drinks through a combination of OTT or macho positioning and shortcomings in taste. With our new look and a commitment to taste above all else, we’re reaching out to the millions of runners, gym-goers, cyclists and weekend warriors out there.”
Every one of Bam Organic’s all-natural shakes is made with British milk and contains no artificial additives. Uniquely, they are sweetened using honey instead of refined sugar and contain no more than five ingredients.
In addition, the company’s cartons are all made from FSC-certified raw material and are 100% recyclable. Outer boxes are also made from sustainable and fully recyclable board.
Morrisons is the first national retailer to stock all five of Bam Organic’s SKUs (from 11th March 2019). RRPs: Bam Actives (25g protein – Vanilla, Banoffee and Chocolate) £2.50/330ml. Bam Originals (11g protein – Banana and Chocolate) £2.00/330ml. @BamOrganic. bamorganic.com