An established market leader, Maximuscle wanted to develop a brand that was ‘for life’ and not just the gym. With 80% of sales coming from protein powder, Maximuscle aimed to launch product innovations into new channels to help reduce this over-reliance. Working in close collaboration with the Maximuscle experts, the design team focused the brand so consumers could understand the full range available. The brand was rebuilt as MaxiNutrition, helping it to stand out as an all-round product, not just for gym enthusiasts. The restructure has been as effective as the products themselves, with a 29% year-on-year net sales growth to £36.7m. This sales growth has been delivered despite price compression in grocery and with no increased advertising or promotion. The new innovation platform is delivering strong results, with £2.1m sales to the MaxiNutrition brand, coming in at 54% higher than the growth of the closest, cross-categories rival.