GNC has introduced an innovative version of its Beyond Raw LIT pre-workout, incorporating color- and flavor-changing technology. This updated formula features color-shifting beads that initially present a lemonade flavor, transitioning to a green apple flavor as they dissolve, creating a unique sensory experience.
Tyler McGlasson, GNC’s director of product innovation, emphasized that innovation is crucial for attracting customers, who increasingly seek out the latest advancements in sports performance nutrition. He expressed excitement about the color-changing project, which took over a year to develop in partnership with a company that had the right tools and expertise.
McGlasson noted that consumer expectations have evolved; they are more knowledgeable about ingredients and want products that are both effective and enjoyable to consume. As a result, first impressions in flavor and experience are vital for success.
The reformulation of LIT V2 is part of a broader innovation strategy employed by GNC, aiming for continuous product evolution within its Beyond Raw range. Following the success of LIT, GNC plans to frequently update its offerings rather than letting flagship products remain static.
GNC’s team conducts thorough research before reformulating, considering customer feedback, coach input, and industry trends to guide future innovations. While maintaining the original product’s caffeine levels, GNC focused on enhancing other ingredients in the formula, including Cognizin for cognitive support, Senactiv for exercise performance, and AstraGin for nutrient absorption.
GNC collaborates with ingredient partners to ensure rigorous scientific validation of their products, emphasizing the importance of credible research to support claims made on their packaging.
