In a category that catered to muscleheads, long-term growth was hard to come by. So, in 2023 after an intense research process, Core Power pivoted, redefining who and what protein shakes were for, growing its business – and the category – along the way.

Everyday Exercisers (who work out to feel powerful, not to bulk up) thought protein shakes weren’t necessary for their workout. In fact, research uncovered that they didn’t think they worked out hard enough to need recovery with protein. This wasn’t surprising given the category had long focused on bulking up and intense athletes. Champion Your Recovery changed that. We positioned Core Power as essential to recovering during the relatable post-sweat moment and put exercisers on a pedestal for championing their recovery.

Core Power soared past its biggest competitor, opening up the category to a new audience, occasion, and dramatic growth for the first time since 2017.