Abott introduces a more mass-friendly EAS Myoplex sports nutrition product

COLOMBUS, Ohio Abbott Nutrition, fields nutritional products covering a broad spectrum of demographics, from EAS’ Myoplex, which appeals to younger adults, to Ensure, a nutritional ready-to-drink brand marketed toward seniors.

At the ECRM Vitamin, Diet & Sports Nutrition conference, Abbott presented a more mass-friendly EAS Myoplex ready-to-drink sports nutrition product. EAS reduced the protein content from 40g, an amount more popular among consumers who participate in extensive weight training programs, to 25g, an amount that better fits the needs of the mass consumer.

Sports nutrition is a category that has significant upside in mass retail. According to Abbott, as many as 45% of consumers exercise at least three times per week and of those, 65% feel that optimized nutrition helps fuel their workouts. But only 11% are currently buying in the category.

Abbott also rolled out three new offerings across its popular Zone Perfect Dark Chocolate line — with new flavors cookies n creme, mocha and caramel pecan.