Active approach: Swisse debuts three-stage sports nutrition for everyday consumers

By Tingmin Koe

- Last updated on GMT

Swisse Active currently consists of three product SKUs.
Swisse Active currently consists of three product SKUs.

Related tags swisse H&H Group New product development

Swisse has launched its first set of sports nutrition products designed for the general public’s active lifestyle needs – a move that it sees as expanding the category largely catered to elite athletes.

Known as Swisse Active, the range currently has three SKUs catered to prepare the individual for exercise, to help them perform, and to help them recover post-workout.

All three products come in the form of powder stick that could be consumed on the go with water. They are currently sold in Australia on the company’s website and exclusively in supermarket chain Woolworths.

Speaking to NutraIngredient-Asia, ​Ana Laskova, associate marketing director, said that the range was designed to give consumers more product options in a market that was huge on protein powder and products catered to elite athletes.

“The Australian sports nutrition landscape is heavily saturated towards elite athletes and is mainly focused on providing protein solutions and supplements.

“Swisse saw opportunities to target a wider audience and develop scientifically formulated range which aims to support everyday Australians who engage in physical activities at every stage of their workout.

“Swisse Active is positioned to support all genders, fitness levels and sporting abilities with a range of convenient products,”​ Laskova said.

Based on consumer feedback, Swisse noticed that common concerns surrounding exercise include the lack of energy, tiredness and fatigue which in turn reduces the motivation to exercise.

As such, the first SKU of the range, known as Swisse Active Prepare, is formulated with the extracts of green tea, guarana, Korean ginseng, and B vitamins for consumption before the exercise as an energy booster and kickstart the workout.

The second SKU, Swisse Active Perform, contains beetroot extract, maca powder and minerals such as sodium phosphate and potassium phosphate to boost hydration and support muscular function, as well as reducing tiredness and fatigue during the workout.

Lastly, the third SKU, Swisse Active Recover, contains BCAA, specifically leucine, isoleucine, and valine in the ratio of 2:1:1 to build and repair muscles. It also contains turmeric extract, and magnesium citrate.

Prior to the launch, Swisse has been operating a sports nutrition premium sub brand known as Pure Warrior which is catered to elite athletes.

Retail strategy

To expand its consumer exposure, the range is currently stocked in Woolworths’ diet and sports section, away from other Swisse supplements that are located at the vitamins section.

It meant that we could reach a different group of shoppers who are active but isn't necessarily walking down the vitamin aisle but is regularly shopping at the diet and sports aisle,”​ Laskova said.

In addition, the range is gluten-free, vegan, low in sugar, without artificial sweetener, colours, and flavours. 

“I think the dietary requirements of our consumers are a lot broader, so it is important to cater to a number of different individuals that have different dietary requirements.

“In this instance, gluten free requirements are increasing in Australia and so it is important to cater to those consumers.”

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