Q&A: Musclegen Research blazes a trail
Performance nutrition company Musclegen Research, which markets Genepro, has a new look in 2018 as it looks to grow its Genepro brand of medical-grade protein. Drug Store News spoke with Musclegen Research founder Dr. Brian Parks about what lies ahead for the company.
Drug Store News: What is Musclegen Research known for?
Brian Parks: Musclegen Research is a growing performance nutrition company and the creators of Genepro. Genepro, our patented flagship product, is a true innovation in nutrition. A serving just larger than a tablespoon offers the equivalence of 30 g of protein for only 58.7 calories. Ninety-eight percent of the protein is absorbed before it hits the lower G.I., making this product safe even for post-op bariatric patients. There are no artificial additives or sugars, making it approachable for diabetics. With no flavor and the ability to dissolve in any liquid base, Genepro is perfect for anyone looking to adopt a healthier approach to nutrition without changing their daily habits. Simply add it in; to your coffee, your yogurt or even your child’s macaroni and cheese.
DSN: Tell us about the state of the general nutrition segment. What is driving sales?
BP: Though lacking true innovation and imagination, the general nutrition segment is growing at an incredible rate. General health and wellness has superseded trend status. Nutrition is being tapped as a preventative health measure, and in many cases to treat conditions. The growing accessibility, distribution and education around supplements are making product adoption easier than ever. There is an ever-growing pressure on brands to innovate. Consumers no longer wish to see the same private-label product dressed in different brands; they crave creativity. This has aided in many small brands seemingly coming out of nowhere, built on viral Internet success, offering simple designs, honest labels and clean products. Even priced at a premium with regards to market standard, these brands thrive; the consumer will pay more for the transparency.
DSN: What is Musclegen Research up to in terms of new products?
BP: We excitedly launched a rebrand of our entire line for 2018, adopting a clean white health science-focused appeal. Now that Genepro has an established foothold in the market, our next frontier is the ‘New-Age Gold Rush’ — incorporating the benefits of CBD into our products. Our business thrives on the ability to identify gaps in the market and provide truly unique products that tend to an underserved consumer need.
DSN: How are you supporting your products in the marketplace to both consumers and retailers?
BP: Education is the key strategy. Putting our brand and products in front of the consumer and buyers in an in-person setting is our primary strategy. We utilized social media, as well, to maximize follow-up touches, leading to conversion. Our primary focus in marketing to consumers is creating a value-added experience. With social media, we provide education tools that reach beyond our product line. Some ways we are engaging consumers at events that include a photo wall, product demos and themed games.
DSN: How can retailers maximize sales from the category and
your brand?
BP: Retailers must provide a diverse offering in their category to inspire higher sales. The current consumer looks for the latest and greatest, even in general nutrition. Trailblazer brands like ours are the way to recapture sales and create loyalty. Take risks! Retailers do not have an easy task of growing their business in the age of technology. It is crucial that they have the products that inspire foot traffic. I once drove to four different stores to find a chocolate chip Quest bar. The general consumer looks for feedback and reviews before making a purchase, especially on a nutrition product. We find that our consumers would much rather go to a store and speak with someone about a product than purchase it online. They want a face and bit of security for their hard-earned money. Treat your consumers as guests.
DSN: What’s up for the future? What does your company plan on introducing over the next several years?
BP: We aim to change the way nutrition is approached! We hold the patent on the most innovative protein to come about since the adoption of whey as a supplement. Our horizon holds moving Genepro into the mass market and making pure, safe and approachable protein part of the average consumers daily routine. The food pyramid is upside down, and we are among the pioneers educating on the benefits of a high-protein lifestyle. We hope the industry follows suit.
Drug Store News: What is Musclegen Research known for?
Brian Parks: Musclegen Research is a growing performance nutrition company and the creators of Genepro. Genepro, our patented flagship product, is a true innovation in nutrition. A serving just larger than a tablespoon offers the equivalence of 30 g of protein for only 58.7 calories. Ninety-eight percent of the protein is absorbed before it hits the lower G.I., making this product safe even for post-op bariatric patients. There are no artificial additives or sugars, making it approachable for diabetics. With no flavor and the ability to dissolve in any liquid base, Genepro is perfect for anyone looking to adopt a healthier approach to nutrition without changing their daily habits. Simply add it in; to your coffee, your yogurt or even your child’s macaroni and cheese.
DSN: Tell us about the state of the general nutrition segment. What is driving sales?
BP: Though lacking true innovation and imagination, the general nutrition segment is growing at an incredible rate. General health and wellness has superseded trend status. Nutrition is being tapped as a preventative health measure, and in many cases to treat conditions. The growing accessibility, distribution and education around supplements are making product adoption easier than ever. There is an ever-growing pressure on brands to innovate. Consumers no longer wish to see the same private-label product dressed in different brands; they crave creativity. This has aided in many small brands seemingly coming out of nowhere, built on viral Internet success, offering simple designs, honest labels and clean products. Even priced at a premium with regards to market standard, these brands thrive; the consumer will pay more for the transparency.DSN: What is Musclegen Research up to in terms of new products?
BP: We excitedly launched a rebrand of our entire line for 2018, adopting a clean white health science-focused appeal. Now that Genepro has an established foothold in the market, our next frontier is the ‘New-Age Gold Rush’ — incorporating the benefits of CBD into our products. Our business thrives on the ability to identify gaps in the market and provide truly unique products that tend to an underserved consumer need.
DSN: How are you supporting your products in the marketplace to both consumers and retailers?
BP: Education is the key strategy. Putting our brand and products in front of the consumer and buyers in an in-person setting is our primary strategy. We utilized social media, as well, to maximize follow-up touches, leading to conversion. Our primary focus in marketing to consumers is creating a value-added experience. With social media, we provide education tools that reach beyond our product line. Some ways we are engaging consumers at events that include a photo wall, product demos and themed games.
DSN: How can retailers maximize sales from the category and
your brand?
BP: Retailers must provide a diverse offering in their category to inspire higher sales. The current consumer looks for the latest and greatest, even in general nutrition. Trailblazer brands like ours are the way to recapture sales and create loyalty. Take risks! Retailers do not have an easy task of growing their business in the age of technology. It is crucial that they have the products that inspire foot traffic. I once drove to four different stores to find a chocolate chip Quest bar. The general consumer looks for feedback and reviews before making a purchase, especially on a nutrition product. We find that our consumers would much rather go to a store and speak with someone about a product than purchase it online. They want a face and bit of security for their hard-earned money. Treat your consumers as guests.
DSN: What’s up for the future? What does your company plan on introducing over the next several years?
BP: We aim to change the way nutrition is approached! We hold the patent on the most innovative protein to come about since the adoption of whey as a supplement. Our horizon holds moving Genepro into the mass market and making pure, safe and approachable protein part of the average consumers daily routine. The food pyramid is upside down, and we are among the pioneers educating on the benefits of a high-protein lifestyle. We hope the industry follows suit.