Sports bottle shakes the market - the story so far
Core 150 protein shakers are an evolution on what the sports nutrition market calls a 'shaker cup', which sports people use to transport nutritional powders (for example, protein supplements) and then to dilute and drink what they're carrying. It's a sizeable market but one which has declined into a state where the cups (in reality, bottles) have become giveaways or low-value offers from the supplement manufacturers, meaning not enough attention is paid to the bottle itself. Yet it's crucial for consumers that the bottle, which they rely on daily, should be fit for purpose.
In launching Core 150 last August (2012), founder and backer Michael Devlin and his team decided not to compete on price but instead to create a bottle so much better, and so much more convenient for supplement preparation, that it would warrant a decent price tag. So they came up with a novel approach to the shaker cup, patented its designs thoroughly and entered with a high quality product that has immediately taken the market by storm.
From a standing start nine months ago, the self-financed Core 150 is now just nudging 100,000 sales in the UK and Ireland, US, South Africa, Australia, New Zealand and parts of Europe. In the UK, it is sold through Holland & Barratt, where it's about to hit the high street, and available throughout all 52 GNC high street retail stores nationwide. It's also soon to go live in GNC's North America network of more than 6,000 US stores including GNC's .co.uk and .com networks, all in addition to a substantial presence on Amazon.
Michael Devlin says: "We've entered a market of giveaways and we've reversed the race to the bottom. The key is that we've changed the way users see shaker cups. We analysed what sports people needed, we dissected every other shaker cup on the market and we engineered a whole series of prototypes until we had a product that set a new standard. And it paid off."
Competitor analysis showed that even well manufactured storage shaker cups held too little powder or too little water, or suffered because space taken up by add-on exterior powder containers were compensated for by a drinking vessel that was too small. In practice, a common experience for users was poorly mixed shakes, often too thick, or too many visits to water stations interrupting the flow of a workout or spin class.
Core 150, by contrast, is designed to produce the right, measured amount of nutrition for pre-, during and post-workout use, and can hold a full litre of fluid. The patented breakthrough is that the Core 150 shaker bottle carries the nutrition powders on the inside, in three separate, removable containers which can each hold the ideal dose of 50g of dry supplements – 150g in all. It also carries all the same, relevant FDA and FSA food contact certifications as the supplements it's built for.
With its price of $19 in the US, including delivery, sports people have taken to it in droves. Michael continues: "For the first five or six months, nobody really saw us coming but now we're suddenly everywhere. Our initial target was a million sales in five years: we've achieved 10% of that in just nine months."
"The key," he continues, " is that we've changed the way users see shaker cups. We've moved their perception from cut price commodity to a proper sports tool, designed to match their every day dietary needs on the go."
The other key is Core 150's relationship to the charity Mary's Meals, which provides essential daily nutrition for chronically hungry children in local schools across the world.
"For each cup we sell, we donate the value of a meal to Mary's Meals. As a company working in the nutrition industry, we're giving something directly back and we're intensely proud to say that, with our customers, we've now provided close to 100,000 meals and are on target for a million meals over five years, giving the children the nutrition they desperately need and a powerful incentive to attend school. We're the only company in our sector that does this and our customers appreciate it."
He adds: "Core 150 is about integrity. Integrity of product and integrity of purpose. We also extend that integrity to the way we work with our partners – our retailers and our manufacturing partner Tiger Global, without whom we wouldn't be here."
As the company moves into its second 100,000, Michael's plan is steady, organic growth. "We're not interested in saturating the market quickly or finding rapid volume by selling in bulk to wholesale. We're in it for the long term, with strong patents, well-managed growth, longevity and integrity in staying in the retail market, maintaining our high-value retail proposition and looking after our retail partners."
"And over the next few months, we will raise the bar further, extending our core colour scheme but, more importantly, adding wholly new products to our range. Come this summer, I'll be saying 'watch this space'".
- ends -
For further information please contact
Michael Devlin, CEO
Tel: 07415 133 860
Site: core150.com http://bit.ly/16BuLjZ
Protein shakers of the world, you have a newer, smarter leader.
Core 150™ V SmartShake Consumer Review
Images for download
Click on any image to view or download in higher resolution.
Stack all your supplements accurately measured with the Core 150 shaker bottle
Store your protein supplements, vitamins, fruit, and other edibles inside the core 150 protein shaker bottle.
Core 150 protein shaker bottle designed exclusively for the busy modern day athlete.