UK ready-to-drink (RTD) protein brand UFIT is relaunching its core shake range with a bold new pack design landing from May.
The refreshed packs “spotlight the brand’s accessible lifestyle positioning and premium taste credentials,” it says, with colourful, modern visuals designed to broaden appeal and drive cut-through in the category.
Rolling out first across 25g (330ml) and 50g (500ml) shakes, with 22g and 20g variants to follow, the update reflects Ufit’s “commitment to leading the category with standout shelf presence,” it adds.
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.
Angie Turner, Head of Marketing at supplier Lacka Foods, said: “As the protein category evolves, we’re proud to lead the charge with a design that speaks to real-life health shoppers. 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, we position ourselves as a brand for everyone.”
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