Medifast debuts Optavia Active
Medifast, a health and wellness company known for its habit-based and coach-guided lifestyle solution Optavia, is unveiling a new product line, dubbed Optavia Active.
The line includes premium exercise supplements and protein powders, Optavia Active Essential Amino Acid Blend and Optavia Active Whey Protein, with other products expected to be rolled out next year.
Both products are designed to help new and existing customers of all fitness levels optimize their motion habits. Optavia Active marks an inflection point for the company, as it targets new customer segments and triples its total addressable market by entering the sports nutrition category – a $30 billion market, the company noted.
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Formulated to work with or without Optavia nutrition plans and guided by coach support, the product is backed by science, made with no colors, flavors or sweeteners from artificial sources and is Informed Sport certified — a global standard in sports nutrition quality control that ensures its certified products contain no banned substances, the company said.
In addition, the included EAAs contain a blend of eight essential amino acids, including 3.5 g of leucine per serving, specifically designed to help activate muscle protein synthesis — the natural process where protein is produced to repair or build new muscle.
Optavia Active Whey Protein contains 24 g of complete protein per serving, and when paired with a healthy diet and exercise plan, can help build muscle and strength.
As part of this new healthy motion program, the company has partnered with Aaptiv, a fitness app, to provide on-demand, guided workouts for its community.
"With the introduction of Optavia Active, we now offer another tool to help more people make lifestyle changes and embrace healthy habits in all areas of their lives," said Dan Chard, chairman and CEO of Medifast. "This line builds on our existing healthy weight management and eating program and provides each customer with a simple, coach-guided way for them to practice the habit of healthy motion. We are making great progress against our mission as we continue to make Optavia increasingly central to the health journeys of many more people."
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Chard continued, "Optavia has impacted more than three million lives, with 1.2 million Customers being served by our Coaches last year alone. This is inspiring, but we are eager to build on this success through new growth opportunities in the broader health and wellness market, such as moving into adjacent categories, growing our demographic segments and expanding into additional markets. We have an opportunity to meet more people where they are and offer them the tools that will be most helpful to them."
Optavia Active will launch to the public in September.