A Sweet Way to Stay Strong

Sugary comfort foods meet hardcore health and wellness in a handful of recent deals involving sweet-treat brands being licensed for protein powders:

  • Just last week, Hostess Brands teamed with Bodybuilding.com for Remix Nutrition protein powders in Hostess Twinkies and Hostess Chocolate CupCakes flavors. Additional Hostess snack cake varieties may be added to the line of powders—which contain five kinds of protein—in the future.
  • In February, Post Consumer Brands and Dymatize partnered for Fruity Pebbles and Cocoa Pebbles cereal-flavored ISO 100 whey protein powders, packaged in a shaker bottle. Post has been the licensee for Pebbles Cereals, tied to The Flintstones, since 1971, first under a deal with Hanna-Barbera and now with Hanna-Barbera parent Warner Bros.
  • Cold Stone Creamery and BSN are old hands in this space, pairing initially in 2017 for three Cold Stone-inspired flavors of SYNTHA-6 protein powder and expanding the line in spring 2018 to include BSN Protein Crisp bars in Cold Stone flavors Mint Mint Chocolate Chocolate Chip and Birthday Cake Remix.

At the time of the last deal, BSN noted that 78% of protein consumers consider taste to be very important in their purchase decision. Products such as these satisfy consumers’ craving for sweetness while containing no extra sugar.

While the combination of these sugary brands with protein powder seems surprising at first, young adults have demonstrated that they want to improve their general health, while at the same time frequently indulging in their favorite not-healthy comfort snacks. Both trends have accelerated during COVID-19, but they were ongoing before that.

A heads-up: The next edition of Raugust Communications’ monthly e-newsletter comes out this coming Tuesday, August 18. The Licensing Topic of the Month will examine some of the ways licensors and licensees are trying to create satisfying experiential initiatives in the virtual world. The Datapoint research spotlight will take a look at the licensing strategies of the top quick-service restaurant chains. If you are not already a subscriber, you can sign up here.

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