GNC 'Amps Up' Hydration Assortment
GNC continues to expand its store brand product assortment, with its most recent addition focused on hydration.
The retailer’s GNC AMP Amplified Hydration assortment of functional hydration products features an enhanced electrolyte complex that is designed to support hydration, recovery, and multi-action digestion, according to the company. The initial offering features several flavors including acai berry, tropical punch and lemon lime that were created within GNCX Innovations, the company’s in-house innovation incubator creating science-backed products.
"Our new GNC products have the power to drive performance in the gym and dominate days off," said Kevin Maloberti, vice president of Merchandising at GNC. "This range of solutions will allow consumers to stay hydrated while also improving performance and recovery because of the science-backed formulation."
GNCX Innovations launched in 2022 and is part of the company's commitment to product and brand innovation in service of consumers' goals. Comprised of GNC experts across merchandising, product design and development, science, marketing and others, the incubator collaborates directly with myGNC Rewards members and PROs to solicit input, test products, and more before going to market.
"GNC AMP Amplified Hydration is the first launch from our groundbreaking GNCX Innovations incubator and was developed with feedback from our most passionate consumers," Maloberti continued. "We're excited to continue to collaborate to deliver products that help to solve consumers' needs.
In addition to GNC AMP Amplified Hydration, GNC is launching other limited time flavors including:
- AMP Wheybolic Whey Protein: This classic whey protein powder is now available in the campfire-inspired S'mores flavor.
- Total Lean Lean Shake 25: Like Wheybolic, a campfire-inspired S'mores flavor is now available.
- Beyond Raw Concept X in Watermelon Lemonade: Approximately 12-months from initial launch, GNC is unveiling a new summer seasonal flavor in one of the strongest pre-workouts in the portfolio.