Burt’s Bees Goes from Selling Lip Balm to…Protein Shakes?
Burt’s Bees, more commonly known for their all natural personal care and beauty products, has just launched a line of – wait for it – protein shakes. While some may see it as a stretch for a brand with over 30 years’ worth of history crafting natural solutions for lip and skincare to dive head first into the functional food arena, the company thinks this move makes perfect sense.
In a statement made to the press, Jim Geikie, General Manager for Burt’s Bees, explains, “Entering the functional foods space is a natural extension for us. For three decades, Burt’s Bees has connected people to the beauty, wisdom and power of nature. And for just as long, we’ve held the belief that real beauty and well-being should be nourished from the inside out. We’ve been nurturing skin with nature’s most powerful ingredients. Now we’re helping to nourish the body with them.”
The new line of plant-based protein shakes comes in three formulas – Daily Protein, Protein +Gut Health with Probiotics, and Protein +Healthy Radiance with Antioxidant Vitamins A, C & E. They’re also non-GMO, gluten-free, soy-free, dairy-free and is made without any artificial sweeteners or flavors. The brand also plans on keeping their commitment to eco-friendly, all natural solutions going forward by using 70 percent certified organic ingredients, as well sustainable packaging made with 100 percent post-consumer recycled materials for both categories. “We have an incredible offering and a name that people trust and believe in as nature’s champion. We want to build a meaningful relationship with them in the functional food space and in the authentic way Burt’s Bees has always done — delighting people with the quality of our products and our purpose as a brand” Geikie continues.
Why the Change?
This isn’t the first brand we’ve come across that has made the leap from one completely different sector to another. In fact, Burt’s Bees shift seems to be the perfect convergence of two trends that we’ve been seeing in the retail industry for quite some time. On one hand, more and more brands are diversifying their assortments while trying to reach all new demographics in increasingly creative ways. And on the other hand, as the health and wellness industry continues to grow, other sectors are taking cues, becoming more mindful and adapting to the needs of today’s health-conscious, millennial consumer.
While only time will tell just how successful Burt’s Bees new venture will be, we’re of the mind that if a fried chicken provider can sell out a line of personal care and beauty products, Burt’s Bees helping their consumers care for themselves (both inside and out) shouldn’t be seen as too far of a stretch.
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