An Innovative Approach - Muscle & Performance

An Innovative Approach


Having just celebrated its 10th anniversary in 2012, Cellucor prides itself on being a premium, innovative line of supplements. And Daniel Lourenco, vice president of marketing, believes the company’s success comes from its “no holds barred” approach to product formulation.

“We’re an innovative brand that pays attention to every last detail — if for no other reason than we’re selfish and we want to make products that we want to take ourselves,” Lourenco says. “People can be assured that every last detail in the formula matters, that everything has a purpose and a reason. And there’s solid science behind it all.”

He names preworkout powder C4 Extreme as Cellucor’s flagship product in the muscle-growth category. Promising explosive energy and pumps, C4 Extreme uses NO3, or nitrate, technology. “You see it in the product in the form of creatine nitrate, which is a fusion of creatine and nitric acid,” Lourenco explains. “So really it’s a two-in-one compound where you have the benefits of creatine, of course, and nitric acid as a great vasodilator. The nitric acid helps absorption of the entire product.” In addition to the great energy component of C4, Lourenco says the real showstopper is the flavor. “We can hands down say that this is the best-tasting preworkout on the market. All six flavors are good, but the leader is watermelon.” 

On the weight-loss side, Super HD is a high-powered thermogenic fat burner that was launched in 2012. “Our goal from day one was to not only deliver great fat-burning results and metabolism enhancement but also to deliver a product that people will take because it just makes them feel great,” Lourenco says. “Not just to help motivate you to lose the weight but help you train harder, help you get to the gym and get you through your day.” The product includes a compound called iFAS503, which combines three fatty acid synthase inhibitors to help prevent the body from manufacturing fat cells, and Capsimax, an encapsulated cayenne-pepper extract that doesn’t cause heartburn.

At the end of 2012, Cellucor launched COR-Performance Whey, a whey protein isolate/whey protein concentrate product. “It has a very clean and simple profile,” Lourenco says. “It has 1 to 2 grams of fat, 3 to 4 grams of carbs and 25 grams of protein per serving. But the real difference is flavor. We spent so much time perfecting these new flavors — a really rich molten chocolate, a cinnamon swirl and a peanut butter marshmallow. We don’t want it to taste like protein; we want it to taste like dessert even though it’s a low-fat, low-carb protein product.” 

CLK, a nonstimulant fat burner (which Lourenco says is great to stack with Super HD), combines clinical doses of four of the biggest weight-loss breakthroughs of the last decade — CLA, raspberry ketones, carnitine, and 7-Keto — in a raspberry-flavored softgel. Again, it’s the seemingly small detail of an added flavor enhancement that makes all the difference. “We always want to take an innovative approach to everything we do,” Lourenco says. “We always want that little twist, and that’s what our customers have come to expect from Cellucor.”