Ready-To-Drink protein brand UFIT is relaunching its core shake range with a bold new pack design from this month.
The refreshed bottles spotlight UFIT’s accessible lifestyle positioning and premium taste credentials, with colourful, modern visuals designed to broaden appeal and drive cut-through as the category becomes increasingly mainstream.
Rolling out first across UFIT’s 25g (330ml) and 50g (500ml) shakes, with 22g and 20g variants to follow later, the design update reflects UFIT’s commitment to leading the category with standout shelf presence.
With a 31 per cent market share over the past 12 months, growing to a 34.3 per cent in the latest 13 weeks, UFIT continues to outperform the RTD protein market. UFIT’s core range of protein shakes also retain the highest product loyalty among all other RTD protein brands, including retailer own-labels. These results are set to accelerate with the refreshed packs elevating the brand to reflect the product’s great taste and quality.
Supported by a £150k investment, the relaunch will be bolstered in-store with shopper media, as well as an ATL marketing campaign to boost brand awareness and drive sales.
Already achieving customer approval, UFIT consumer insight indicates that 58 per cent of customers prefer the new packaging design, specifically citing the bold, eye-catching colours and clarity of information.
“As the protein category evolves, UFIT is proud to lead the charge with a design that speaks to real-life health shoppers,” said Angie Turner, Head of Marketing at Lacka Foods.
“We listened to what our consumers wanted – less clutter, more clarity – and this refresh does just that. The new look is clean, vibrant and reflects our quality and taste credentials while staying true to our accessible positioning.”
“What sets UFIT apart is our inclusive approach. Unlike many competitors who focus heavily on sports nutrition and target ‘young men who gym’, we position ourselves as a brand for everyone.”
