Pure Protein unveils rebranded product portfolio

Pure Protein, a nutrition line specializing in bars, ready-to-drink beverages and savory snacks, unveiled its first redesign in three decades.

Rolling out on e-commerce and in stores nationwide between now and August, Pure Protein’s modern makeover signals its transition beyond the gym as a lifestyle brand, the company said.

“While Pure Protein has a heritage in the fitness space, today it has much broader appeal as a mainstream lifestyle brand for people who want high protein, low sugar foods without sacrificing on taste,” said Pure Protein Brand Director Alex Fishman. “Spanning all physical and digital touchpoints, from packaging to in-store merchandising, Pure Protein’s new look puts our products and flavors front and center in an approachable, eye-catching package.”

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Pure Protein’s new visual identity features prominent product imagery illustrating its taste and range of sweet or savory flavor profiles. In addition, the look highlights nutritional differentiators such as high protein and low sugar and includes an updated logo, a vibrant color palette and a fresh typeface, the company said.

This redesign is the first major initiative under CEO Azania Andrews, who most recently led the triple-digit growth of Michelob Ultra at AB InBev after repositioning the brand as an active lifestyle beer. Andrews joined Pure Protein's parent company, 1440 Foods, as CEO last year and swiftly set about revamping and expanding the winning portfolio, including MET-Rx and Body Fortress.

“Pure Protein is an established active nutrition brand with a loyal fan base, having pioneered a fast-growing category of products designed to fuel the active lives of everyday people,” said Andrews. “With this brand refresh, we are retaining what Pure Protein’s loyal fans know and love about these delicious and satisfying snacks—great taste and stellar nutrition—while equipping our portfolio to win online and at retail in a high potential, increasingly competitive 16 billion dollar marketplace.”