Protein newcomer Foundation Fitness to launch at major c-store show –

NutraIngredients-USA to launch new flagship Sports Nutrition Summit, in association with ISSN

A new collaboration between the International Society of Sports Nutrition (ISSN) and William Reed, the publishers of NutraIngredients-USA, will benefit the sports nutrition sector and provide the platform for a new annual Sports Nutrition Summit on Jan. 23-24, 2019 in San Diego​ that bridges the gaps in science, business and regulation.


Served in slender 12 oz. cans, Foundation Fitness’ branding and package design take cues from the energy drink category to inject novelty in the mature ready-to-drink protein space.

“We wanted to look at protein differently,”​ said Matt Knox, vice president of Wellnova Consumer Healthcare​, the company behind Foundation Fitness.

“Brands in the category today are looking at protein as a source for dieting and bodybuilding. We’re looking at it as a source of fuel, more like energy,” ​he told us.

There are four varieties in the Foundation Fitness line: Protein Water, Protein Nutritional Shake (made of whey), Plant Protein Shake, and Coldbrew with Collagen. Each of these varieties have multiple flavors.

The minimum amount of protein in the line is 20 g per serving (in the collagen coldbrew) and it goes up to 30 g per serving (the nutritional shake).

The company will debut this line at the National Association of Convenience Stores (NACS) Show in Las Vegas next week. “NACS is one of the bigger branded beverage show, and convenience stores control around​ [a quarter] of the packaged beverage market,” ​he said, citing data from NACS.

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