Dispatches from #FIE2013

‘Shrink it and pink it’? Women deserve better, says UK sports nutrition firm

By Shane STARLING contact

- Last updated on GMT

‘Shrink it and pink it’? Female sports nutrition fails

Related tags: Sports nutrition, Vitamin

Putting a male-oriented sports nutrition product into a petite, pink package is a lazy way to meet female needs, says a leading UK firm which is going about things a little differently.

The female physiology and its response to physical activity requires tailor-made formulations far removed from the ‘shrink it and pink it’ approach, according to Daniel Herman, the director and founder of UK sports nutrition firm Bio-Synergy.

danielherman-biosynergy

Speaking to NutraIngredients after giving a presentation at Food Ingredients Europe in Frankfurt, Germany, recently, Herman said his company had built a female sports nutrition range based on those needs after conducting extensive market research. That research showed while 50% of sports club members were women, 98% of them did not buy sports nutrition products.

“A lot of the big brands out there have literally taken the equivalent male product, put it in a smaller tub and applied a pink label without any thought of the female end-user and their specific micro- and macronutrient requirements​,” Herman said.

He said women sought portable formats with nutrients like folic acid, vitamin D and calcium to battle problems like osteoporosis.

Related news

Show more

Related products

show more

Better Granules Make Better Tablets, Lower Costs

Better Granules Make Better Tablets, Lower Costs

TSI Group LTD – Healthy Begins Here | 11-Oct-2021 | Technical / White Paper

Don’t accept that all glucosamine granules are the same. TSI Group, the Glucosamine Experts, created and perfected the OptiTab process, opening a world...

Related suppliers

Follow us

Products

View more

Webinars