Twenty years ago, when Met-Rx joined the relatively unknown industry of sports nutrition, things were a bit different. Only a few product categories existed, with protein powder leading the offerings, and athletes were happy to have something — anything — to enhance their performance. But today, a new generation is testing the limits of their bodies’ potential, and nutrition is playing a crucial role in the evolution of sports. And what’s more, this generation of athletes has very clear expectations of quality, taste, performance and value when it comes to their sports-nutrition products.
“Sports nutrition is now a $2 billion industry encompassing a wide array of nutrition and performance supplements,” says Mark Innace, brand manager for Met-Rx. “And I’m happy to say we’re on the cutting edge of the industry. In fact, we were way ahead of our time when, in 1991, we developed our exclusive protein blend that is still found in many of our products today. Let’s face it, there’s no need to mess with success.”
He’s referring to Met-Rx’s flagship product, Original Meal Replacement high-protein shake, which remains one of the top-selling protein powders. This high-protein powder contains an exclusive blend of proteins, called Metamyosyn, developed by a physician and based on metabolic research. Metamyosyn protein — also found in Met-Rx’s Protein Plus Powder, Big 100 Colossal protein bars and 100% Natural Whey products — is a highly bioavailable protein source that supports muscle and strength. And while the Original Meal Replacement product has largely remained unchanged over the last two decades, it has undergone some modifications to remove the aspartame and other artificial ingredients of yesteryear.
To keep up with new trends emerging within the sports-nutrition market, Innace says Met-Rx is always working on new products. “For example, we reinvented our Original Meal Replacement protein shake into a ready-to-drink option that features a resealable bottle, 40 grams of protein, 23 grams of vitamins and minerals, and 3 grams of fiber,” he says. “We also created an energy shot called Amplified Shooter and developed Hi-Test Amino 2400, an amino acid blend in liquid form for faster delivery. We love to interact with our customers on Facebook and Twitter to get feedback and suggestions.”
Met-RX also gets a lot of input from its Team Met-Rx athletes, who include IFBB professional bodybuilder Marcus Haley, fitness model and TV personality Greg Plitt, and two-time IFBB Figure International champion Nicole Wilkins. “Because they train in the gym with everyone else, they know what our customers want,” Innace says.
With its tag line of “Shaping Every Body,” Met-Rx strives to offer enough products to fulfill the different needs of its customers. “From the gym rat to the soccer mom, we can help satisfy your goals,” Innace says. “We don’t make ridiculous claims we can’t prove in our ads. We substantiate every claim so that we can be the brand you trust.”