Contributing factors include a juggernaut of a movement that has pushed creatine beyond traditional athletic demographics, as well as an increased focus on mind and mood formulations that connect cognitive capability to performance potential. More and more people are also leaning on HMB, creatine and protein to address muscle wasting induced by rapid weight loss in support of a hopeful transition to active lifestyle.
Within the category and the supplement sector at large, brands are responding to demand for convenience with a proliferation of portable formats, including ready-to-drink beverages, stick packs, sachets, chews and gummies, reflecting broader changes in consumption patterns and a focus on formula bioavailability and stability.
There is also the pronounced shift toward clean-label and certified products, accompanied by the growing influence of professional athlete endorsements and partnerships in product development and marketing.
Below a look at some of the more recent expansions, extensions and launches in the space.
GNC’s next-gen creatine
GNC’s next-generation creatine line, announced mid-January 2026, expands beyond its classic monohydrate with advanced formulas like GNC AMP Creabolic (creatine, HMB, PeptiStrong for muscle building/protection), Beyond Raw Creatine MonoPhae (creatine mono + phosphate with AstraGin for energy) and GNC Pro Performance Creatine + HMB (creatine + HMB for strength, size, endurance).
“Creatine isn’t just for athletes anymore; it’s increasingly part of everyday wellness routines,” said Rachel Jones, chief science officer and head merchant at GNC, in a release. “We have been helping customers get results from creatine since 1988 and now, we’ve taken what we know from decades of results and built a lineup that keeps our classic monohydrate at the core, while adding advanced options for people who want more strength, better recovery or smarter muscle support.”
To support the wave of interest in creatine and reduce confusion in the category, GNC recently launched a dedicated Creatine Hub on GNC.com. It is designed not just to help customers buy creatine but to understand how it can support their health goals.
Thorne’s clean plant protein
Thorne recently launched it’s new plant protein in chocolate and vanilla flavors, targeting the demand clean, effective, and performance-oriented nutrition. The verified vegan, NSF Certified For Sport formula provides 22 grams of protein per Serving from pea, brown rice and chia, with a complete profile of essential amino acids for support muscle repair, strength and recovery.
ESN’s expanded product lineup
Germany-based sports nutrition brand ESN (Elite Sports Nutrition) added a sizeable stack of products to its portfolio including peach-flavored Ultrapure Creatine Gummies as an alternative to powder and Perfect NRGY Hydro Energy Gel, featuring a dual-carb matrix (dextrose and dextrin) for sustained energy, a hydration complex with sodium and coconut water.
It also introduced a revamped Crank Pump Pro (a 3-in-1 combination of 200 mg of caffeine, a “volumizing pump matrix” and focus ingredients upgraded with CitraPeak and increased dosages of L-citrulline malate and HydroPrime glycerol, plus added ingredients for hydration and muscle function. A revamped Diet Support formula includes 420 mg hesperidin, 400 mg Gynostemma pentaphyllum, 600 mg grapefruit extract and 100 mg of grains of paradise.
In August, ESN tapped into the trending sleep supplement category, launching two sleep formulas—one with and without melatonin—containing valerian root, passionflower extract, ZMA complex (300 mg magnesium, 5 mg vitamin B6 and 5 mg zinc) designed to support nervous system function, as well as L-glycine and L-theanine.
“Sleep is one of the most important yet often underestimated factors for recovery, performance and well-being,” said Daniel Margis, senior research and innovation scientist at ESN, at the time. “From ambitious athletes to health-conscious lifestyle customers, rest and recovery is one of the top priorities they want to improve to perform better and improve overall health.”
The brand also introduced new flavors for existing products, including Apple Strudel and Salted Dark Choc for Designer Whey and Peach Rings for its clear whey Isoclear protein isolate.
HealthKart and Ronnie Coleman Signature Series partnership
Ronnie Coleman Signature Series (RCSS)—the brand founded by eight-time Mr. Olympia Ronnie Coleman— entered an exclusive strategic partnership with India’s Bright Lifecare (HealthKart) for the health and fitness retailer to manufacture, distribute and retail the RCSS formulations across the Indian subcontinent.
Ronnie Coleman’s sports nutrition products had been sold in India for close to a decade, but the new partnership looks to meet the demand in an increasingly fitness-focused region and reduce manufacturing, supply chain and regulatory challenges. Products include Yeah Buddy, King Whey and Pro-Antium.
“More & more people are taking up fitness seriously across the Indian subcontinent, which includes India, Sri Lanka, Nepal, Bangladesh,” Coleman shared in a statement in September announcing the partnership. With it, the hunger for real, high-quality supplements is only getting stronger. That’s why we’re teaming up with HealthKart. This isn’t just a partnership, this is the start of something legendary. Time to bring the heat. Yeah Buddy!”
Coleman also acquired an unspecified equity stake in HealthKart as part of the deal.
Veracity Metabolic Power Protein
Veracity kicked off the new year with the launch of its Metabolic Power Protein, a plant-based protein designed to help people build lean, active muscle, which the brand notes is “the true engine of a healthy metabolism.”
It also looks to fill what it identified as a critical gap in modern wellness: “protein that powers your metabolism, withough compromising your health.”
The Metabolic Power Protein is also the first product to feature Nutrition21’s Myovera chromium ingredient shown to supports amino acid uptake into muscles to improve muscle protein synthesis.
“MyoVera is an innovative muscle and strength optimizer that helps users move better, feel stronger and get more from their protein intake, regardless of lifestyle or fitness goals,” Jordan Miller, vice president of marketing for Nutrition21, shared in the Jan. 13 launch annoucement. “It’s safe, effective, and offers superior results versus consuming protein alone.”
LiveGood Creatine + HMB
LiveGood introduced Creatine + HMB in early 2026 for muscle recovery, strength and reduced muscle breakdown. The product combines 5 grams of creatine monohydrate with 3 grams of Calcium HMB per serving, specifically formulated to reduce muscle breakdown and combat age-related muscle loss.
Glanbia’s Isopure heads to UK
Glanbia’s popular U.S. brand Isopure officially launched its whey protein and collagen products in the UK through major retailers like Holland & Barrett, Boots, Sainsbury’s and Ocado, marketing straightforward nutrition with minimal ingredients for post-workout recovery and general wellness.
“UK consumers are increasingly looking for simplicity and quality in their nutrition choices—values that sit at the heart of Isopure,” said Josi Robson, head of healthy lifestyle brands at Glanbia Performance Nutrition. “Our products are built around a ‘less is more’ philosophy.”
The range includes Whey Protein (25 grams) and Collagen (Type 1 collagen, vitamin C) to support healthy skin and joints, responding to increasing interest in both protein and collagen to support overall well-being and active lifestyles, in addition to the growing demand for simple, effective nutrition products in the UK.
Cizzle’s NSF-certified Spoken Nutrition
Canada-based Cizzle Brands—known for its flagship CWENCH Hydration sports drink—launched Spoken Nutrition in January as a premium, NSF Certified for Sport line of athlete-grade supplements designed by sports science experts, securing early adoption from professional sports teams and positioning itself for the collegiate market.
The extensive product line includes a Spoken-branded Sleep Builder, Greens, Aminos + ATP, Creatine, High EPA Fish Oil + D, MAG 3 (Magnesium Glycinate, Magnesium Malate, and ATA Mg), Pro Resolving Mediators + EPA/DHA, Vitamin D3 + K1/K2, Essential Daily Packs, Grass Fed Whey Protein and Grass Fed Beef Protein.
“The supplements and nutrition products that are actually used by the world’s top athletes aren’t typically known by name to the general public, as they tend to be niche products which are usually only sold through specialty distributors within the sports nutrition profession,” John Celenza, Cizzle Brands chairman and CEO shared in a statement “With Spoken, we are making these supplements available to athletes at all levels as well as their coaches and trainers.”
Spoken’s team of formulators includes Dr. Matt Frakes (LSU Dietician), Carl Bergstrom (Director of Performance for NBA All-Star, Steph Curry), Brianne Brown (University of Miami Strength & Conditioning Coach), Alan Bishop (University of Houston Director of Men’s Basketball Sports Performance), David Lawrence (Strength Coach to Six NFL Super Bowl Winners), Ben Prentiss (Experienced NHL Strength Coach), Dr. Jordan Shallow (Doctor of Chiropractic and Strength Coach to Elite Athletes), Dr. Sachin Patel (Functional Medicine Doctor) and Cizzle Brands’ Chief Performance Officer, Andy O’Brien.
Rival Nutrition’s ‘cleanest to date’
Rival Nutrition announced a new clean-ingredient nutrition line in July focused on simple ingredient listings absent of artificial flavors, petroleum-based FD&C colors, or synthetic sucralose or acesulfame potassium sweeteners.
“Athletes don’t just expect healthier, more transparent food and supplement options, they demand it,” said Jeff Gruskovak, general manager at Rival Nutrition in a release. “This new lineup is our cleanest to date.”
The new product assortment includes Clean Rival Whey, Naturally Flavored Clean Gainer, Clean Powder Burn, Micronized Creatine, Clean Collagen Peptides, all of which are third-party tested for WADA prohibited substances as part of the Informed Choice certification program.
Vital Proteins Active Complex
Vital Proteins Active Complex came to market in October, adding FORTIGEL collagen peptides, AquaLOX Boswellia serrata extract and the brand’s best-selling collagen peptides, to support joint mobility, improve joint comfort and reduce muscle soreness.
“Most people don’t think about joint health until discomfort slows them down—but for young, active people exercising three to five times a week, movement is core to their identity," said Jill Abbott, vice president of marketing strategy & innovation at Vital Proteins.
She noted that the brand’s research identified this active lifestyle group as underserved in the joint comfort and mobility category and in need of proactive support.
The NSF-certified product joined a suite that includes Vital Proteins Hair Complex and Vital Proteins Skin Complex. The brand also featured as Presenting Sponsor of the 2025 U.S. Open Mixed Doubles Championship.
BioAthletic’s probiotic hydration
BioAthletic merged gut-health trends with athletic performance demands for the September launch of its NSF-Certified for Sport Sports Rehydration Probiotic Powder with Kombucha Extract. Advertised benefits include optimized hydration efficiency, accelerated muscle recovery, reduced oxidative damage and increased mental clarity and gut resilience for both the elite athlete and active nutrition sets.
The powder—delivered in individual powder packets in cherry lime, pineapple lychee and apple ginger flavors—combines 840 million CFUs of four probiotic strains (Saccharomyces boulardii, Lactobacillus plantarum, Bifidobacterium lactis, Lactobacillus johnsonii) with balanced electrolytes and 1,280 mg of antioxidant-rich ingredients including matcha, kombucha, lemon juice and apple cider vinegar.
Momentous ‘Chew on This’ creatine, USA Rugby and The Arnold Stack
Human performance company Momentous launched its Creatine Chews in October following two years of R&D and accompanied by a ‘Chew on This’ tagline. Each chew delivers 1 gram of Creapure creatine monohydrate without gelatin, artificial dyes or artificial sweeteners.
“As the market began moving beyond traditional powders, we saw a rush to create convenient formats, often at the expense of efficacy,” Jeff Byers, co-founder and CEO of Momentous, said at launch. “We refused to compromise. Instead, our team spent years testing, refining and reformulating—conducting dozens of trials to ensure we could deliver a chewable product that lived up to The Momentous Standard.”
The new Creatine Chews, as with all Momentous products, were submitted to NSF Certified for Sport testing and are packed in a 150-chew canister.
Earlier in the year, the brand joined USA Rugby as Official Supplement Partner to provide its product portfolio to both the men’s and women’s national teams. USA Rugby represents over 100,000 active members across youth, high school, college and senior club levels
“Providing the best standard in performance and player welfare is of the utmost importance for our USA Eagles, with the most promising years ahead of us on the Rugby World Cup and Olympic stage,” Bill Goren, USA Rugby CEO, said at the time.
And just this month, the brand announced a multi-year partnership with Arnold Schwarzenegger and the launch of The Arnold Stack. The trio of products includes protein (available in whey isolate and plant-based options), creatine and vitamin D3,
“I’ve seen every fitness trend come and go. Trends don’t build greatness. What actually works has never changed: committing to the basics and doing them well and consistently—you build greatness on a solid foundation,” Schwarzenegger shared in a release. “I trust Momentous because they do things the right way, not the easy way. Real science, high standards, no shortcuts. This partnership is about cutting through the noise and helping people focus on what truly works to build a foundation to stay fit, healthy and strong for life.”
Xymogen’s sports nutrition brand
Xymogen, once exclusive to the healthcare practitioner channel, launched its Athletix sports nutrition brand in September, marketing professional-grade formulas that support energy, endurance, recovery and peak performance for athletes of all levels.
“Athletix was born from our family’s passion for performance and our responsibility to bring trusted, safe and science-backed nutrition to athletes everywhere,” said Brian Blackburn, Jr., chief science officer at Xymogen. “Every formula is NSF Certified for Sport and developed by health professionals who understand what it takes to fuel endurance, recovery and strength—without compromise.”
The line includes ATP Ignite stick packs with electrolytes and antioxidant support in mixed berry and citrus flavors, XymoBol anabolic amino acid complex, lemon-lime Electrolyte Sticks with key electrolytes and vitamin C, HMB Pro formulated with beta-hydroxy-beta-methylbutyrate (HMB) and vitamin D3, and an ATP Ignite Workout powder combining PeakATP (TSI), B vitamins including Quatrefolic folate (Gnosis), electrolytes, Albion chelated trace minerals (Balchem), key amino acids, antioxidants, caffeine and creatine.
TVS polymer-wrapped creatine
The Vitamin Shoppe collaborated with biotech company Specnova to launch BodyTech Elite Creatine Beadlets, formulated with Specnova’s NovaQSpheres multi-layer encapsulation technology. Capsules are filled with tiny red beadlets that contain four layers of creatine wrapped in polymers designed to protect creatine waste during digestion, provide greater creatine muscle saturation and support prolonged muscle feeding and uptake.
dsm-firmenich’s up4 sports nutrition products
In collaboration with the Team Picnic PostNL professional cycling team, dsm-firmenich developed a range of performance and health products tailored to the needs of professional cyclists to help them train harder, recover fasters and perform consistently with a reduced risk of injury. In 2025, the products launched under the up4 brand ahead of the Tour de France as a consumer-facing sports nutrition brand for the everyday athlete.
“Working closely with Team Picnic PostNL, and based on leading scientific insights, our product developers, taste experts and ingredient specialists have developed several products specifically tailored to the needs of endurance athletes,” Tom Stamsnijder, dsm-firmenich communications and partnership manager and former team rider, said at launch. “The result: customized products with thoughtful formulations that are effective, taste good and are pleasant to use, even under the most demanding conditions of elite sports.”
The up4 performance range includes a selection of vitamin D strips, protein bars, creatine monohydrate, collagen powder, an HMO-powered Gut Complex 5, Super Protein powder with calcium caseinate, whey protein and egg albumin, energy gels and an Isotonic Energy Mix.
IM8’s daily and longevity formulas
David Beckham arrived to the supplement space in late 2024, launching the IM8 Health brand in collaboration with global health sciences company Prenetics. The brand’s first product, the NSF Certified for Sport Daily Ultimate Essentials all-in-one powder, is formulated with a combination of 92 vitamins, minerals, antioxidants, superfoods, greens, adaptogens and pre-, pro- and postbiotics to boost energy and recovery.
Researchers at the San Francisco Research Institute sponsored by Prenetics submitted the product to a 12-week study to clinically evaluate its effects on body morphology, energy and changes in micronutrient blood levels. In October 2025, IM8 added the Daily Ultimate Longevity capsule, designed to target the hallmarks of aging.
Electrolyte Boost’s waterless powders
Electrolyte Boost, founded in 2022 and known for its waterless electrolyte replenishment powder, made its first major retail push this year through a 100-store pilot program with major convenience retailers Casey’s and Murphy’s. The formula includes an electrolyte mix, Cognizin citicoline and a selection of vitamins to support performance and hydration without the need to carry a water bottle.
VMI Sports pre-workout and whey indulgence
VMI Sports introduced two new fitness lines in January—the KXR Stacked Pre-Workout and Protolyte Whey Isolate–Ice Cream Cone. The pre-workout in Blue Shark Gummy, Gummy Bear and Peach Mango Rings flavors is a tri-blend caffeine formula, 3.2 grams of beta-alanine and 1.5 grams of taurine and 1.5 mg Rauwolfia vomitoria root extract, a form of yohimbe used to boost intensity and metabolic support.
The ice cream cone-flavored Protolyte Whey Isolate powder highlights its electrolyte content and nostalgic flavor profile that includes real pieces of waffle cone and sprinkles.
The brand also partnered with PEZ in March to launch KXR Ready-to-Drink Pre-Workout and officially launched PEZ-flavored creatine and Aminogex products in July.
VOW low-moisture chews
UK-based sports nutrition brand VOW Nutrition introduced its low-moisture creatine chews as alternative to the popular creatine gummy, as well cherry-flavored collagen chews, formulated with 1,000 mg of bovine collagen, as part of a wider move into on-the-go formats.
Advocare adds Creatine+
Advocare, founded in 1993 and known for its flagship energy and mental focus supplement Spark, announced that it was adding Creatine+ to its performance nutrition lineup.
The unflavored powder combines 5 grams of creatine monohydrate with leucine, glycine and L-alanyl-L-glutamine to maximize strength, power and muscle recovery.
Thorne on-the-go performance
Thorne launched an on-the-go sports performance line in April, activated through a campaign with U.S. tennis star Ben Shelton.
“As an athlete, personal performance is always my top priority, and I need to be at my peak, whether I’m on the road or training,” Shelton said in a release. “I’m extremely focused on optimizing every part of my performance, and I’ve been a long-time user and fan of Thorne, trusting their products as I prepare, perform and recover at the highest level.”
Thorne’s on-the-go sports performance product suite, all of which are NSF-Certified for Sport includes Daily Electrolytes (watermelon, blood 0range, mango limeade) stick packs, creatine stick packs, magnesium bisglycinate stick packs, Amino Complex (berry and lemon) sachets, whey protein isolate (chocolate and vanilla) sachets.
In September, Thorne partnered with Grammy-winning artist Ciara to broaden the appeal of its micronized creatine monohydrate beyond bodybuilding, emphasizing benefits for overall performance, energy and cognitive function for busy individuals. Ciara highlighted her personal use of the product to keep up with the demands of being a performer, mother and entrepreneur.
Thorne also teamed up with Unrivaled women’s basketball, becoming the league’s first Offical Sports Nutrition Partner in a multi-year partnership to support the specific performance and recovery needs of women athletes.
PlantFusion clears plant protein
As clear, juice-style protein emerges as the next evolution of the protein category, PlantFusion joined the trend with a clear protein powder as a light, refreshing and easy-to-drink alternative to thick protein shakes.
“Clear protein represents more than a new format it reflects how consumers are constantly searching for a variety of delivery systems” Phil Vigeant, owner of PlantFusion, shared in a launch statement. “Lighter, cleaner, functional and environmentally responsible products are no longer niche. They’re becoming the standard.”
Arla Foods Ingredients made a splash at SupplySide West 2023 with its clear whey protein, presented as a convenient protein source chock-full of the essential and branched-chain amino acids used to boost muscle mass but without the astringency and mouth coating that has challenged the category to date.
MuscleTech’s Q1 peptide-powered launches
MuscleTech previewed that it will be launching three new peptide-powered supplements in Q1 2026, expanding its peptide line with products focused on muscle synthesis, performance and recovery. The launches build on the brand’s existing Peptide 185, Creatine Peptide 447 and Recovery Peptide 144 and reinforce its “peptide revolution” positioning that shifts from bulk amino acids to specific peptides for better absorption and activation of muscle growth pathways. While initially shipped direct to consumer, the new peptide products are set for wider release at retailers like GNC and The Vitamin Shoppe.
