Optimum Nutrition’s latest line of sports nutrition products is looking to deliver for a customer segment that it said is lacking in tailored solutions. The Downer’s Grove, Ill.-based company has launched Gold Standard Fit 40, aimed at active adults older than 40 years old in need of sports nutrition options.
"Globally, we're finding that there is a growing demographic of adults age 40 and over who are increasingly active and invested in their fitness and wellness," said Sarah Teeter, director of marketing for Optimum Nutrition. "One-third of gym members are Gen X-ers and the average age of amateur triathlon and marathon runners is over forty. Our bodies change as we age, and the right nutrition is essential to meet the needs for these active adults."
Teeter said the company did its research when formulating the product line, which includes Gold Standard Fit 40 Recovery Protein, Training and Performance Booster and Joint Health products.
"We listened to our consumers, and we learned that older athletes face challenges when it comes to recovery and muscle mass," said Teeter, who also is a former fitness competitor and former collegiate basketball player. "So, ON invested in our research and put our product development strengths to work to create Gold Standard Fit 40 — our first collection of products specifically designed for the everyday athlete over 40."
The Recovery Protein product contains 30 g of blended protein per serving, as well as 4 g of L-leucine to support protein synthesis, muscle recovery and muscle gain, all with 4g of carbs and 2 g of sugar. It is available in chocolate and vanilla flavors. The Performance Booster contains creatine and beta-alanine to support muscle strength and function, as well as Peak 02, vitamin D, and is available in fruit punch and cherry limeade flavors. The Joint Health product is available in 45-capsule bottles. The supplements contain collagen, turmeric and vitamin C to support collagen synthesis and bone health, the company said.
"ON is proud to help people of all ages and abilities to achieve their personal fitness and wellness goals,” Teeter said. "We listen to our consumers, and we learned from older athletes that they desire more convenient supplements to meet their nutritional needs. So, we relied on our strength in innovation, research and development to create Gold Standard Fit 40 – our first family of products specifically designed to meet the needs of active adults 40-plus."
The product line debuted Dec. 5 at the Vitamin Shoppe, specialty retailers and on Optimum Nutrition’s website.