Designer Whey Co-Brands ‘Biggest Loser’ Protein
In a case of reality TV going retail, Designer Whey is co-branding its line of protein powder products with NBC’s popular “Biggest Loser” series.
The products will be integrated in the reality series that challenges contestants to lose weight with episodes debuting in January. Contestants will be using the products, which will trumpet their connection to the series on packages and in retail store displays.
“This is family lifestyle stuff. This is not just for the contestants,” said David Jenkins, Designer Whey founder and CEO.
Designer Whey cans and boxes will prominently feature “The Biggest Loser” in a circular logo design and a female model on each package will be wearing a “Biggest Loser” T-shirt.
The company was already aware that its protein supplement, initially intended for male body builders, was becoming increasingly popular among women, according to Jenkins. It had already changed its packaging to appeal to health-conscious, mainstream consumers.
Designer Whey is trying to work out a long-term deal with NBC that will run beyond the current TV season, according to Jenkins, who claims retailers are already registering a very positive response to the new product line.
“This product will be a terrific complement to the existing portfolio of ‘Biggest Loser’ diet and wellness products,” said Kim Niemi, senior vice president of NBC’s DVD, music and consumer products group.
Its new “Biggest Loser” line will incorporate flavors, including blueberry, raspberry, chocolate and vanilla as it starts to hit mainstream retail outlets this month. Publix, Krogers, HEB, CVS, Walgreens and GNC will be among the retailers carrying the product, which will also be made available online.
