This is what could happen in a wildly soaring $1.5-trillion wellness industry when you combine hot shots from the NFL, GNC, and Amazon …
PlantFuel Life Inc. (CSE: FUEL; OTC: BLLXF) is gearing up to launch a portfolio of products aimed at transforming protein-based health and fitness, forever.
The most powerful consumer groups on the planet (Millennials and Gen-Z) demand it.
And a devastating pandemic that’s brought the most innovative companies to the forefront ensures it.
With plant-based foods already storming the market with 27% sales growth in just the last year, PlantFuel plans to own the sports nutrition segment of this unstoppable megatrend …
And capitalize on a health and lifestyle trend that envisions us all as eternal warriors--body, mind, and soul.
This isn’t just another protein powder …
It’s the innovative solution to controversial whey.
And no one’s been able to crack the code …
Until now.
PlantFuel (CSE: FUEL; OTC: BLLXF) is where doctors and scientists collaborate with stars from the NFL, one of the biggest sports nutrition retailers in the world, and Amazon’s eCommerce power to bring the masses what they are now demanding: A truly healthy, plant-based protein that isn’t gritty and actually tastes good.
An impressive lineup of products is already in production and is expected to launch in mid-August, with giant GNC (Live Well) already in for $3.9 million in PlantFuel products on the brick-and-mortar side, and an Amazon sales setup that could catapult this one out of the starting gate with a bang.
The Second Plant-Based Wave Is Ready for Investors
If you missed the first wave that saw the biggest demographics in the world trigger a megatrend in this $1.5-trillion wellness market toward plant-based everything …
A second opportunity is now presenting itself as millennials who have pondered their longevity during the pandemic now have adopted healthier habits… for good.
This massive market encompasses everything from vegan and plant-based foods to dietary supplements, sports supplements, fitness, and wellness--better known as the lifestyle market.
And consumer interest in this sector is rising with purchasing power, creating “tremendous opportunities for companies” as spending on wellness rebounds, according to McKinsey.
It’s a fundamental shift in lifestyle that promises greater longevity--a massive post-pandemic selling point.
Tons of money is floating around this space, and big rewards for investors--even outside the obvious plant-based foods giants like Beyond Meat and Impossible Foods:
- Simply Good Foods Co. ( NASDAQ: SMPL), which also owns Quest Nutrition has a $3.5-billion market cap its share price has increased 205% from listing to date.
- Bellring Brands Inc. (NYSE: BRBR), which owns PowerBar & Premier Protein, is up 95%, all-time.
- USANA Health Sciences Inc. (NYSE: USNA), which now has a $2-billion market cap, went from $0.15 in 1995 to $99.90 today for an unfathomable 66,500% increase.
Signs that this megatrend was on the horizon were clear years ago: In 2016, plant-based protein company VEGA sold to WhiteWave Foods, which later sold for $10 billion to $40-billion-market-cap giant, Danone.
In retail sales of U.S. plant-based food, the trend has already taken hold, with the ground floor of companies such as Beyond Meat and Impossible Foods already miles beneath us.
Now, the megatrend is bleeding over into supplements and sports nutrition.
The supplement market is already a $53-billion behemoth, but now it, too, is beginning its own plant-based revolution that presents a huge opportunity for early-in investors.
The global sports nutrition market hit nearly $45 billion in 2020, with plant-based protein powders pouncing on this trend with a 10% market share boost, narrowing the gap between traditional sports nutrition and premium vegan offerings.
That positions the best innovators in this space for stardom, and PlantFuels has a clear advantage in the sports nutrition segment ...
Rebranding Sports Nutrition for Good
PlantFuel seeks to change everything about this space, from its outdated products and tired, old formulas to dull branding and lack of “lifestyle” vision.
Powerful Millennial and Gen-Z generations want protein that their bodies can use and convert into energy. They want protein that is truly good for them. And they want it to taste good, too--without sugar and without grit.
They want it all.
PlantFuel Life Inc. (CSE: FUEL; OTC: BLLXF) gives it to them, and it understands the power of branding necessary to do that.
This isn’t about mere muscle.
And it’s not about ‘dumb jocks’, either.
It’s about everyone. It’s a huge market.
It’s a brand that screams “authenticity”, and intends to appeal to vegans and non-vegans alike.
It’s cool, without trying too hard.
And its first campaign captures all of that in a way that is bound to attract--and keep--the attention of the masses of would-be fitness warriors.
When PlantFuel launches its first products on the marketplace in mid-August, it will be with its “No F***ing Whey” campaign.
It’s light-hearted, memorable, and promises the first real solution to controversial whey protein …
Real Science for Real Solutions
As PlantFuel Life sets out to take over from ‘traditional’ sports nutrition in the emerging fitness revolution, it’s all about the science.
Powerful Millennial and Gen-Z generations want protein that their bodies can use and convert into energy. But it’s been very challenging to compete with whey.
Protein is essential for building and maintaining muscle, strengthening bones, and much more that our bodies must do to stay healthy. And protein powder has become a crucial addition to our healthy lifestyles …
At least, it has had that potential.
But many of the protein powders on the market--particularly those mass-consumed--pose additional threats to our health. In an effort to actually make them taste good, producers have pumped them full of artificial ingredients and sometimes even toxic chemicals, according to Harvard Health.
Whey protein has been the mainstay, but it may not be all it’s cracked up to be, and the side effects have led to a major controversy and a market just waiting for something that is actually as good as whey, without the side effects and toxic chemicals.
Whey is a protein found in cow’s milk and other dairy products, and it is the liquid byproduct of cheese-making. For protein powder supplements, whey is processed into a powder form that removes most of the lactose and fat and leaves about 95% protein.
Most troubling, whey protein supplementation may cause some adverse effects, especially on kidney and liver function. Other side effects have run the gamut, from hair loss and digestive issues to nausea, cramping, and a litany of other unpleasant negatives.
Enter, plant-based protein powder 1.0 …
Animal-based proteins--like whey--contain enough amino acids to form all the proteins your body needs, and whey is packed full of these amino acids. Unfortunately, while there are plenty of new plant-based proteins on the market, they do not have the same level of amino acids, so have not been as effective as whey.
PlantFuel (CSE: FUEL; OTC: BLLXF) believes it has cracked the code, creating the first plant-based protein supplement that is as powerful as whey, without the adverse side effects.
They’ve one-upped premium vegan by adding amino acids that match those found in whey…
And they’ve added performance mushrooms.
PlantFuel (CSE: FUEL; OTC: BLLXF) has created the next innovation in all supplements with cutting-edge technology. The company already has access to 5-6 different licensed clinically proven compound plant based ingredients that are early innovations in the market.
They’ve successfully bridged the lucrative gap between premium vegan offerings and traditional sports nutrition by creating a protein that can do what few other plant-based supplements can.
The sports nutrition evolution doesn’t stop there, either: There’s zero sugar in PlantFuel’s products, and it--seemingly impossibly--tastes good, too, without any artificial enhancers.
What you get is the first tasty protein powder that isn’t gritty, and actually competes with whey.
And now, they’re gearing up for their first clinical trials on their Performance Protein product.
An Impressive Product Pipeline
PlantFuel will launch in mid-August with a 5-star lineup--all with clinically proven plant-fueled ingredients--that includes:
- Performance Protein
- All-in-One Nutrition
- All-in-One-Pre-Workout
- All-in-One Recovery
- Daily Immunity + Hydration
And that’s just the initial lineup.
By Q4 2022, four additional products will be added, taking advantage of the organic gummy supplement demand, with RTD and Omega supplement drinks added in Q1 2023, and beyond that … a huge expansion into snacks, bars and cold brews
And in another nod to the demands of our most powerful consumer generations, PlantFuel is using zero-waste packaging and giving back to the planet by planting a tree for every product sold.
Mega Deals Already Secured Ahead of Launch
The product launch we’re about to witness in August won’t be a soft launch. This is hardcore, all the way.
That’s because PlantFuel has already landed major distribution deals with retail nutrition powerhouse GNC and online marketplace titan Amazon.
GNC has already ordered CAD$3.9 million in products--just for starters--giving PlantFuel an instant distribution channel across the United States.
This is a sweetheart deal that new market entrants can only dream of, and it’s made possible by PlantFuel’s established connections with GNC. That’s exactly what investors want to hear.
And this goes way beyond the initial CAD$3.9-million order …
PlantFuel’s partnership with GNC has been boosted to the platinum level, which is usually reserved for Tier 1 brands with revenues over $20 million.
- Premium in-store exposure inside GNC
- A Point of Purchase display and full front window display at every GNC at launch
- A dedicated wall within all GNC stores post-launch
- Inclusion in GNC’s limited marketing campaign, including targeted emails and social media
- Inclusion in GNC’s popular customer loyalty program
- Direct exposure to GNC’s Pro Box customers through its sample program
And the launch gets even more exciting beyond the brick and mortar ...
The company also plans to launch directly on Amazon in mid-August, with a former Amazon superstar leading the push.
And it’s not just launching randomly on Amazon, either. It’s been accepted into the Amazon Launchpad program, the eCommerce giant’s exclusive invite-only platform. That means millions of dollars in free advertising for PlantFuel and potentially a fast-paced capture of market share.
And this is another deal that the competition will find hard to duplicate.
Superstar Team to Take Plant-Based Protein to the Biggest Market Yet
When you combine a former NFL player, a former GNC executive, and a former Amazon marketing guru … what you get is a company capable of a bombastic launch into an emerging mega-trend marketplace …
With a product that changes everything.
The PlantFuel (CSE: FUEL; OTC: BLLXF) team knows sports nutrition, distribution, and branding that has until now eluded this market segment.
PlantFuel’s founder and CEO, Brad Pyatt, is a former NFL player. And he’s done this before with $200-million-revenue MusclePharm.
Source: Bradpyatt.com
Pyatt knows what athletes are looking for in a protein powder, and he knows how to bring that powder to market.
Former GNC senior executive Brian Cavanaugh is PlantFuel’s Chairman. Cavanaugh was behind commercializing the wildly successful GNC AMP and Beyond Raw brands.
President Maria Dane is behind the Amazon tie-up, and she’s a big name behind Amazon’s Top Tier global partnerships, including with Johnson & Johnson, Colgate, Mead Johnson, Kimberly Clark, BISSELL, and more.
Add to this a roster of celebrities PlantFuel to bring on board for marketing over the coming months, and we expect this company to storm the space.
It’s definitely one of the exciting new plays in the plant-based wellness sector.
Everything is lining up for PlantFuel, and we’re less than a month away from the scheduled hard launch.
Not only is this part of a raging bull sector that has the world’s biggest billionaires throwing money at it (Bezos and Gates, just for starters), but it’s a sports nutrition niche that no one has been able to crack before.
Given the ongoing controversy over whey protein and toxic chemicals, PlantFuel’s truly healthy version that turns plant-based protein into a real amino acid powerhouse could be the disruptor this segment has been waiting for.
And it helps to have the perfect management mix behind the product, with 2 major deals and a multi-million-dollar order before they even launch.
Margins look great. Revenues are scaling up quickly. Distribution seems to be a done deal, and for investors, this train is leaving the station very soon.
Investors Can’t Ignore This Trend
Kellogg (NYSE:K) is another food giant making the jump to plant-based products in a bid to compete with the success of Beyond Meat and unlisted competitor Impossible Foods. Last year, Kellogg teamed up with Morningstar Foods to launch a line of plant-based products aptly named “Ingogmeato.”
Kellogg’s line of plant-based meat substitutes will be made from non-GMO soy, which is a step away from its competitors. Beyond Meat, for instance, uses a pea protein substitute. Kellogg’s move is a bold one because, while the taste and texture may hit the mark for many meat-eaters making the jump, it is a top allergen that could take away from some of its sales potential.
Kellog’s launch of Incogmeato was a major step in the company’s commitment to its consumers. "As more consumers are choosing a 'flexitarian' lifestyle and actively reducing meat, we're thrilled to be extending the MorningStar Farms portfolio with a delicious and satisfying meat-like experience," said Sara Young, General Manager, MorningStar Farms, Plant-Based Proteins, adding, “We know that about three-fourths of Americans are open to plant-based eating, yet only 1 in 4 actually purchase a plant-based alternative. So, the intent is fully there, but it hasn't necessarily been followed with action. We know the number one barrier to trying plant-based protein is taste. These consumers are still seeking the amazing taste, texture, and sizzling qualities of meat but want a better alternative for themselves and the planet."
Amazon (NASDAQ:AMZN) is going all-in on the ESG boom. The tech giant has gone from selling books to selling practically every other imaginable item from one easy-to-use website. And it’s done so with an ESG twist. Not only has Amazon taken the lead in reducing its own emissions, it’s also pushed its suppliers, manufacturers and delivery infrastructure to do the same.
And it’s just getting started. Given the fact that it is on the cutting-edge of consumer data, with over 600 million items for sale, Amazon has been able to predict consumer trends and bring in new offerings that will suit consumer needs. And that includes entire departments dedicated to plant-based diets and other plant-based lifestyle options. It’s truly got its fingers in every pie.
Amazon’s commitment to sustainability extends even beyond the infrastructure and offerings in its arsenal. With a pledge to go carbon-neutral by 2040, the company is at the forefront of innovation in this push. From renewable energy to electric deliveries, Amazon is going above and beyond in its drive for a greener future.
In the fast-food industry, McDonald's Corp (NYSE:MCD) is one of the most recognizable brands. The company has had to maintain its competitive edge by diversifying its offerings and embracing new technologies. As a result, McDonald's has managed to stay relevant in a rapidly changing marketplace.
In early 2021, McDonald’s announced a global strategic partnership with Beyond Meat to introduce a new line of vegetarian-friendly products. Francesca DeBiase, McDonald’s Executive Vice President and Chief Supply Chain Officer explained, “Our new McPlant platform is all about giving customers more choices when they visit McDonald’s,” adding, “We’re excited to work with Beyond Meat to drive innovation in this space, and entering into this strategic agreement is an important step on our journey to bring delicious, high quality, plant-based menu items to our customers.”
Not only has McDonald’s teamed up with Beyond Meat to introduce an array of plant-based meat alternatives to its product lineup, the fast-food giant has also gone above and beyond to adhere to its commitment to sustainability, checking all boxes for investors concerned about the future of the planet.
Starbucks Corporation (NASDAQ: SBUX) is the world's largest coffee company. As of 2018, they have over 28,000 stores in more than 65 countries and employ 240,000 people around the globe. With nearly 4 billion cups of coffee sold each year, this company has changed the way we drink coffee! They offer a variety of different drinks from espresso to frappuccinos that are appealing to even the pickiest drinkers. The company started back in 1971 with one store located on Seattle's Pike Place Market. Now they are worth almost $140 billion!
A lot has changed since this small business opened its doors for business. It’s now a lot more than a coffee shop. The beverage giant can be found in stores and its products can be purchased online. But moreover, it has expanding its offerings, as well. From donuts and sandwiches to plant-based offerings, Starbucks is making major moves to make sure every customer finds what they need.
Michael Kobori, chief sustainability officer at Starbucks explained, “Starbucks aspiration is to become resource positive. This aspiration, coupled with the insight that our customers are looking for more plant-based choices, has inspired the development of exciting and delicious plant-based beverages and food,” adding.
Conagra Brands Inc (NYSE: CAG) is a food company that operates in four segments: Food, International, Refrigerated & Frozen Foods and Specialty Ingredients. The company offers products for every occasion and taste, from packaged grocery items to fresh donuts to frozen pizza. They have over 40 brands that are recognized worldwide such as Marie Callender's®, Healthy Choice®, Reddi-wip® and Chef Boyardee® among many others.
From its humble beginnings as one man’s meat market in Omaha, Nebraska back in 1919 when Harold Butler Sr., the founder of ConAgra Foods offered customers steaks cut off his own supply of cattle; the company has grown into an international conglomerate worth over $15 billion.
Conagra is another massive brand diving into the plant-based foods boom, as well. ConAgra CEO Sean Connolly in a conference call, highlighted that the plant-based diet could become a $30 billion market, and noted that Conagra is looking to take its own piece of that pie with it’s own meatless brand, Gardein. “Gardein is extremely well positioned to capitalize on the rapid growth of plant-based meat alternatives. The brand already provides a diversified portfolio of products particularly in the underappreciated alternative to chicken segment,” Connolly explained.
Modern Meat Inc (CSE:MEAT) is a Canadian company following directly in the footsteps of its American cousin, Beyond Meat. With a focus on Instagram-worthy products that could easily garner the interest of any meat-eater, the company is looking to make the plant-based lifestyle trendy. And consumers are loving it.
The company announced in early October that its stock had sold out for over 15 weeks in a row. "We are pleased to announce that our sellout streak is continuing and there is an obvious demand for our products. Despite the interest in our products we are currently constrained by our production capacity and continuing the set-up of our new facility," stated Tara Haddad, Chief Executive Officer of the Company.
Primo Water Corporation (TSX:PRMW) is a Canadian company that has been around for over 30 years. They are committed to providing high quality water while also keeping prices low. Primo has grown and continues to grow in popularity, with their products being sold across North America.
Primo's commitment to customer service is second-to-none, with the staff going above and beyond on a daily basis in order to provide excellent customer service. Primo strives for transparency when it comes to their production process, which ensures consumers know exactly what they're getting from every bottle of Primo water they buy.
Else Nutrition Holdings Inc. (CSE:BABY) is another innovative plant-based lifestyle company from Canada. Else Nutrition has taken a different approach than many of its competitors, targeting a particularly young market – babies. Else was a first-mover in this space, offering a well-rounded, clean, sustainable and most importantly, plant-based, approach to baby food.
Their products aim to deliver al of the same benefits as typical baby food, but with an organic twist. In fact, 92% of their products are made from three core healthy ingredients, almonds, tapioca, and buckwheat. And the best part, is they never alter the plants’ chemistry or remove any of the micronutrients, they just alter the texture.
Maple Leaf Foods (TSX:MFI) is another veteran in the Canadian foods realm. Since 1991, Maple Leaf has been making aggressive acquisitions, supplying high-quality foods, and leading in new innovations to ensure the highest quality products for all of its consumers around Canada. And just last year, it announced its plans to dive head first into the plant-based foods industry with a $310 million facility in Shelbyville, Indiana.
More than that, however, Maple Leaf Foods is also committed to slashing its own carbon footprint. In fact, on November 7, 2019, the company announced that it was the first major carbon-neutral food company – a huge claim to fame in a world racing to go green.
The Very Good Food Company Inc. (CSE:VERY) is a Canadian company that is quickly gaining a lot of ground in the market. With the slogan, “we believe in butchering beans, not animals,” they’re looking to tap into the plant-based niche in a hurry. And it’s resonated very well with investors.
Since its IPO in June, the Very Good Food Company has seen its share price grow by over 70%, and it’s showing no signs of slowing. In just a few short months, the company has opened several new facilities, signed a string of deals, and is quickly carving out its place in Canada’s fast-growing plant-based lifestyle scene.
By: Jennifer Tomlinson
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