WHEY GOES VEGAN
This year, FUELLED won the hearts (and taste buds) of thousands of customers as the best-tasting whey protein on the block. But what's next? Where do we go from here?
Let's rewind to 2018 and set the scene.
The supplement industry was booming with protein bars and powders, but it seemed like they were all focused on just packing in protein without paying attention to the added carbs and sugars that sabotaged many fitness journeys. And let’s not even start on the taste – it was like a bad lottery, with every sip of whey protein being a gamble on whether you could choke it down. People had cupboards full of barely tolerable brands. This got our founders, Viren and Rashmi, thinking, “There must be a whey... why do all supplements taste like cardboard and come with no real guidance on dietary metrics for high protein or high carb diets?”
Fast forward to our first trio of wheys hitting the market. They became instant favorites, winning over taste buds everywhere. As we continued listening to our customers, we heard the cry for more flavors. So, we delivered! But then we stumbled upon a new challenge: many folks couldn't stomach whey because of lactose intolerance. And plant-based proteins? Let’s just say, they often tasted like blended tree bark and didn’t have the complete amino acid profiles.
So, we rolled up our sleeves and got to work, reimagining protein powders from scratch. We wanted to keep it real, no BS, no mumbo jumbos, just the best-tasting, cleanest proteins out there.
PACKAGING
First, we sourced high-quality protein from one of the most reputable manufacturers in the world. We test every batch we source. So, when we say you get 24g of protein, you get exactly that. But don’t just take our word for it – scan the QR code on the pack to see our testing certificates.
Next, we tackled flavor. We weren't about those weird "rocky road" or "red velvet" flavors. We veganized our fan-favorite Iced Latte Whey and rolled out indulgent Chocolate Fudge and nostalgic Gourmet Kulfi – which not only took us back to festive memories but also made our Thandai Whey a best-seller.
For packaging, we aimed for an organic yet sleek look that still screamed FUELLED. We wanted to reflect our science-backed approach, so we highlighted the protein sourcing process on the back of the pack.
We got some amazing shoots for our vegan category. Now how can we get our consumers to get to know about our amazing new range? We decided to go with a foldable notecard with various did you knows, below is one such sample.
LAUNCH PREP
For our launch and ads, we kept it fun and informative. Our posts were all about educating customers, making the science accessible, and flaunting our main selling point: the best-tasting, most complete protein profile in town.
WEBSITE LISTING
For our website listing images, we decided to revamp our language and visual for our new category. From more icon usage similar to our pack to more details on how Vegan protein would be helpful.
PDF GUIDE
We've also built a guide to help our vegan customers or anyone trying to migrate to fully understand the diet and what comes with the lifestyle without compromising on their fitness goals.
So, that’s our story so far! Let us know what you think of our new line-up and packaging. We’re all ears, and we’re just getting started! Stay Tuned for more.
