USA - Optimum Nutrition, recognized as the world’s leading sports nutrition brand and a Glanbia Performance Nutrition subsidiary, has announced six new flavors across its Gold Standard 100% Whey, Gold Standard Protein Shake, AMIN.O. ENERGY, and Creatine Powder lines. 

This product expansion introduces an array of flavors aimed at enhancing the consumer experience in the sports nutrition market, while also broadening the brand’s ready-to-drink and powder offerings. 

The new releases can be found online and in select stores nationwide, including Walmart and Walmart.com.

Protein powder and shake enhancements

Optimum Nutrition’s flagship product, Gold Standard 100% Whey, is now available in flavors like Girl Scout Thin Mints and Caramel Macchiato, offering consumers added taste variety without compromising protein content. 

Girl Scout Thin Mints combines mint and dark chocolate, retailing in a 22-serving tub priced at US$27.99, while the Caramel Macchiato flavor brings a coffee-infused blend, available in a 29-serving tub for US$44.99.

The Gold Standard Protein Shake lineup has also expanded with a Strawberry flavor, providing a convenient, ready-to-drink option. 

The shakes come in 4-packs at US$8.49 and 12-packs for US$23.99, alongside Chocolate and Vanilla options. With 24 grams of high-quality protein per serving, these shakes cater to consumers seeking quick, on-the-go protein sources to meet their dietary needs.

Introducing Flavor to Creatine and AMIN.O. ENERGY Lines

In a first for the brand, Optimum Nutrition has flavored its Creatine Powder, adding Blueberry Lemonade to the mix. 

This release marks a notable addition to the brand’s creatine range, known for muscle recovery and strength-building support when used in combination with resistance training. 

Priced at US$21.99 for a 60-serving tub, the Blueberry Lemonade flavor delivers a citrus-berry taste, expanding consumer options within the creatine market.

Optimum Nutrition’s AMIN.O. ENERGY line, designed to support energy needs with 100 milligrams of caffeine per serving from green tea and coffee bean extracts, has also expanded to include Rainbow Sherbet and Peach Mango Tango flavors. 

Inspired by popular flavors, Rainbow Sherbet blends raspberry, orange, and lemon/lime, available in a 30-serving tub for US$29.99. 

Peach Mango Tango, combining sweet and tart notes, is set to arrive at select retailers starting November 2024, similarly priced at US$29.99.

Brand mission and consumer appeal

According to the company, the new releases indicate the brand’s dedication to appealing to consumer preferences, offering innovative and flavor-forward options in the sports nutrition market. 

Brand Director Jen Werle stated that the company seeks to elevate industry standards while catering to a variety of pre- and post-workout needs. 

By expanding flavor options, Optimum Nutrition aims to make protein and other supplements more enjoyable and accessible, whether as part of a structured fitness regimen or a general active lifestyle.

Glanbia Performance Nutrition and corporate activity

As part of Glanbia Performance Nutrition, Optimum Nutrition continues to operate under the mission to support healthy lifestyles worldwide, with products now available across over 90 countries. 

Glanbia, headquartered in Ireland, recently repurchased 30,000 of its ordinary shares on Euronext Dublin at €15.70 (US$16.62) per share, part of a €50 million (US$52.95 million) buy-back program. 

This move, which concludes in December 2024, is aimed at reducing the number of shares in circulation, potentially benefiting shareholder value.