Ready-to-drink protein brand UFIT is relaunching its core shake range, with a new pack design rolling out in supermarkets from this month.
The refreshed bottles aim to spotlight UFIT’s lifestyle positioning and taste credentials, with colourful, modern visuals designed to broaden appeal and drive cut-through as the category becomes increasingly mainstream. The update is rolling out first across UFIT’s 25g (330ml) and 50g (500ml) shakes, with 22g and 20g variants to follow later.
With a 31% market share over the past 12 months, growing to a 34.3% in the latest 13 weeks, UFIT noted that it continues to outperform the RTD protein market. UFIT’s core range of protein shakes is also said to retain the highest product loyalty among all other RTD protein brands, including retailer own-labels.
Supported by a £150k investment, the relaunch will be bolstered in-store with shopper media, as well as an ATL marketing campaign to boost brand awareness and drive sales.
Angie Turner, Head of Marketing at Lacka Foods, said: “As the protein category evolves, UFIT is proud to lead the charge with a design that speaks to real-life health shoppers.
“We listened to what our consumers wanted – less clutter, more clarity – and this refresh does just that. The new look is clean, vibrant and reflects our quality and taste credentials while staying true to our accessible positioning.
“What sets UFIT apart is our inclusive approach. Unlike many competitors who focus heavily on sports nutrition and target ‘young men who gym’, we position ourselves as a brand for everyone.”
