by Matt Weik
Lately, some supplement companies have swapped their boring protein powder flavors for unique collaborations with other giants in other industries, and I'm happy to say that post-consumer brands (Post Holdings / Post Cereal) have finally decided to try out in the room with a new (and first of its kind) cereal flavored protein powder. And frankly, I'm really excited about this protein powder.
I've never really been a big fan of Dymatize products, although I'm friends with some of their athletes. It's not that I didn't think Dymatize products were not good products, just that I had other products that interested me more. There was never really anything that Dymatize launched, that yelled at me, or caught my attention. This is also not a blow to the brand, as I am very excited at the moment to try this new protein powder with a cereal taste.
What am I looking forward to? It's Fruity Pebbles and Cocoa Pebbles grain-flavored protein powder that annoyed them on their Instagram account.
Protein powder collaborations with snack and cereal flavor
In the case of post-consumer brands / post-cereal, they no longer have to bother to launch grain-flavored protein powders because they have many of the best cereal products on the market today. However, what you may not have known if you are not deeply rooted in the industry is that Post Holdings, Inc. acquired Dymatize in 2013 for $ 380 million, so Dymatize is part of their portfolio. Many were unsure how this would impact, and we've seen Dymatize make many changes to the brand since 2013 and try to bring them back to life.
Fruity pebbles and cocoa pebbles have been a great bestseller for cereals at Post for years. I remember eating it as a child over 30 years ago. And with the recent move by different brands that use unique flavors (with protein powder, pre-workouts and intra-workouts), it only made sense for Post and Dymatize to produce this protein powder with a cereal taste.
One area where I wonder how the licensing agreement is structured is some of the other cereals on the market that focused on a different brand. For example, Post Consumer Brands sells the following cereal products: Nutter Butter Cereal, Sour Patch Kids Cereal, Oreo O & # 39; s Cereal, Hostess Cereal (Twinkies, Donettes and Honey Bun), Honey Maid Cereal and even Chips Ahoy Cereal.
Would Post be able to make a deal to use it as a cereal flavored protein powder? The Ahoy chips may not work because Ghost Lifestyle has its owner protein powder with Chips Ahoy as a partner and they also lock up Sour Patch Kids and Swedish fish (although Post has a Sour Patch Kids cereal flavor). So I would have to assume that these flavors will fall off the table.
Snack and cereal flavored protein powder has been a huge success in the supplement industry for the past two years. As brands move away from all variations of bland chocolate and vanilla flavors, they use creative flavor profiles to create some really unique protein powder flavors. I think this movement will continue over the next few years as consumers are fed up with the old flavors they are used to.
Pebble protein powder: Yabba Dabba Doo!
You can't help but feel Pebbles' nostalgia and connection with The Flintstones. Hell, to this day I'm looking for someone to make crispy rice treats with Fruity Pebbles Muesli (if you've never had them, your life isn't complete). Now are both pebbles in a cereal flavored protein powder? Be calm and take my money. It brings some excitement back to the boring protein powder market and you can't help but appreciate the fact that post consumer brands and Dymatize are thinking outside the box and taking a chance on this product, which I personally believe to be will be a hit – provided they have the flavor I highly doubt Post would put the protein powder on the market if it didn't taste exactly like the actual grain.
The cereal flavored protein powder is (at least currently) only available in the ISO100 protein tubs. And the profile is pretty normal to what we've seen with Dymatize ISO100 in the past. It consists of 25 g hydrolyzed whey protein and whey protein isolate, zero fat, 1-2 g carbohydrates and less than one gram of sugar. Overall, it's difficult to say anything negative about a clean profile like this, which makes it extremely versatile.
One area I think is stupid is that Dymatize has decided to add edible glitter to the mix. I'm not sure who thought this was a good idea, but I don't think anyone ever said, "I wish my protein powder had glitter in it." People who understand protein powder know that if you look into a protein pan and it shines at all, there is a good chance that it contains sugar. I know that brands would often say that their protein powder contains no sugar, but when you look into the tub, you only see sugar crystals (also known as … don't match what the label says).
With over a dozen flavors already available in the Dymatize ISO100 portfolio, it will be interesting to see where Dymatize sells them. If you're a fan of Costco, Sam & # 39; s Club, and BJ & # 39; s Wholesaler, you know that Dymatize is one of the brands they sell at a high discount. If I had to guess, the flavors Dymatize Fruity Pebbles and Cocoa Pebbles are NOT available from these wholesalers (but I could be wrong). But overall I'm looking forward to trying this cereal flavored protein powder and keeping my fingers crossed that it tastes just like the cereal.