Lifestyle nutrition brand, Protein Works, has today unveiled a comprehensive brand refresh, introducing a sleek new packaging design and enhanced functionality.
Featuring a sleek, modern design that places nutrition credentials front and centre, the new look is designed to help shoppers navigate the range quickly and confidently.
The refresh is being rolled out across the entire Protein Works portfolio, including its Protein Shakes, Vegan Protein Shakes, Meal Replacement Shakes and Wellness products, ensuring a consistent and cohesive look and feel across all categories.
The packaging update also delivers functional improvements, including fully recyclable and eco-friendly packaging, plus a new and improved functional seal to help keep products fresher for longer.
Beyond visual design, Protein Works has also introduced a new brand architecture, which sees the range organised into three distinct tiers – BLACK, GOLD, and PLATINUM Innovations – each delivering varying levels of nutritional and functional benefits to suit a wide spectrum of consumers.
The BLACK Innovation range features classic formulas and proven ingredients, delivering trusted performance at exceptional value, available in a core selection of popular flavours.
The GOLD Innovation range offers more advanced formulations, enhanced nutritional profiles, elevated functional benefits, and a broader flavour portfolio, including selected Premium Flavours™.
At the pinnacle sits the PLATINUM Innovation range, showcasing signature formulations, cutting-edge nutritional science, and the highest level of functional and health benefits. These products are also available in Protein Works’ Premium Flavour range, representing the very best products the brand has ever created.
Together, these three tiers bring the Protein Works 360 Concept to life, reflecting the brand’s holistic approach to formulation, which sets them apart across protein shakes, complete meals, functional foods, and supplements.
Commenting on the refresh, Anna Sward, Brand Director at Protein Works, said: “Protein Works has always stood for great-tasting nutrition for everyday consumers, and this refresh ensures that we’re best positioned to offer something for everyone.”
“By simplifying our product architecture, clearly signposting nutritional benefits and creating a consistent look across every category, we’re making it easier for people to find the right product for their goals, lifestyle and budget.”
“At the same time, our BLACK, GOLD and PLATINUM Innovation tiers reflect how nutrition continues to evolve alongside consumer needs. Today’s consumers are looking for products that fit seamlessly into everyday life, and our latest formulations combine high-quality protein with added functional benefits that support modern lifestyles, helping shape what everyday nutrition looks like today, and how it will continue to develop.”
The rebrand follows a +£10 million investment in Protein Works’ new facility in Speke, Liverpool, underscoring the business’s continued commitment to investment, growth and record sales in January, and beyond.
