OPTIMUM NUTRITION has set the Gold Standard in sports nutrition for more than 30 years, helping millions in over 90 countries achieve their fitness goals. Our look has evolved over time, but one thing that never changes is our commitment to quality. We're still dedicating countless hours to source the best materials and premium ingredients. All of this is done for one reason: to provide high quality sports nutrition products from the World's #1 selling sports protein powder brand.*

*Source: Euromonitor International Limited; Consumer Health 2020 Edition, Sports Protein Powder Category, % retail value share, 2019 data.

PRODUCT UPDATES

GREAT
NEW TASTE,
100%
GOLD STANDARD

For Muscle Support & Repair*

24g HIGH PROTEIN
5.5g BCAA
LOW SUGAR

NOW WITH
3G CREATINE
TO SUPPORT
PERFORMANCE

For Muscle Building* & Weight Gain

50g PROTEIN
>1,260 CALORIES
>250g CARBS

NOW WITH ZINC
& MAGNESIUM
TO SUPPORT NIGHT
TIME CONSUMPTION

For Muscle Support & Repair*

24g HIGH PROTEIN
SLOW DIGESTING
MICELLAR CASEIN PROTEIN
10g EAAs
NATURALLY OCCURING
ZINC &
MAGNESIUM
FORTIFIED

INTENSIFIESFOCUS &
PHYSICAL
PERFORMANCE

For Energy˚, Power & Performance†

175mg CAFFEINE
FROM NATURAL SOURCES
3.4gCREATINE
MONOHYDRATE
250mgPERFORMELON
Gold Standard BCAA

NEW PACK
SAME NUMBER
OF SERVINGS

For Fatigue Reductionˇ & Immunity*

5g BCAA
374mg ELECTROLYTES
200mg RHODIOLA
Immunity & Fatigue Reduction
Amino Energy

NEW PACK
SAME NUMBER
OF SERVINGS

For Energy˚ & Focus

ESSENTIAL
AMINO ACID
DELIVERY
ENERGY˚& FOCUS
ZERO SUGARS

* Protein contributes to muscle growth and maintenance. º Vitamins B1, B3, B5, B6 and B12 contribute to energy-yielding metabolism. † Creatine increases physical performance in successive bursts of short term, high intensity exercise ‡ Vitamin C contributes to energy-yielding metabolism. Caffeine contributes to increased alertness and improved concentration. ** Vitamin C contributes to the normal function of the immune system and the reduction of tiredness & fatigue

LABEL UPDATES

Q:

WHY THE NEW LOOK AND WHY NOW?

A:

As you evolve, so do we. The transformation is part of our mission to help active individuals better understand OPTIMUM NUTRITION products and how they support their goals. Now choosing the right product for you is easier with clearer, more visible product benefits, features and flavours on each tub.

NEW LOOK

NEW LOOK, SAME TRUSTED QUALITY.

OPTIMUM NUTRITION brand now owns the top third of the packaging label.

Adding primary product benefit with clear reason to believe statements for core product features.

Flavour bar moves to bottom center, increasing visibility by 2.5 times.

FEATURES & BENEFITS

FOR MUSCLE
SUPPORT &
REPAIR*

24g▴
HIGH PROTEIN HELPS BUILD AND
MAINTAIN MUSCLE

5.5g▴ BCAAs NATURALLY
OCCURRING

LOW
SUGAR ONLY 0.7 g
PER SERVING

▴ per serving     * protein contributes to the growth and maintenance of muscle mass. to be used in the framework of a varied and balanced diet and a healthy lifestyle.

 

WHY GOLD STANDARD 100% WHEY

• Packed with 24 grams of high-quality protein per serving to help support muscle growth and repair.

• The GOLD STANDARD™ for protein quality, fueling over 2 billion workout recoveries worldwide since 1998.

• GOLD STANDARD 100% WHEY™  is the best-selling whey protein powder in the world.

STRENGTH
TRAINING
SPORTS
PERFORMANCE
ACTIVE
LIFESTYLE

 

HOW TO USE

31 GRAMS
ABOUT 1 HEAPED
SCOOP WHEY
PROTEIN POWDER

180-240 ML
COLD WATER

30 SECONDS
STIR, SHAKE
OR BLEND UNTIL
DISSOLVED

 

NUTRITIONAL INFORMATION

ABOVE IS THE NUTRITIONAL INFORMATION FOR GOLD STANDARD 100% WHEY DOUBLE RICH CHOCOLATE FLAVOUR.

FREQUENTLY ASKED QUESTIONS

Q:

When will the rebranded products be available to order?

A:

Our flagship products will be available in the new pack design from April 2020 with a full rebrand activation happening across the EU September 2020. By the end of Quarter 1 next year, all OPTIMUM NUTRITION products in the EU will be available in the new design. We will be in touch with transition dates shortly.

Q:

What has changed with the Optimum Nutrition logo?

A:

Here is the new OPTIMUM NUTRITION logo that will be used consistently across the globe on all brand collateral from January 1st 2020. 

All other logos, shown below, are now obsolete and are not to be used going forward

Q:

What has changed apart from the packaging label?

A:

It is our intention to maximise this rebrand opportunity and make improvements to certain products wherever possible in parallel to the design change, so as to maximise the consumer experience. See list of the confirmed product changes.

This section will continue to be updated as/if any additional product changes are made in 2020.

Q:

Have there been any formula changes to products? If so, where can the nutritional tables be found?

A:

Yes, certain products, like those mentioned above, have had formulation changes. Improving flavour profiles on GOLD STANDARD 100% WHEY, increasing creatine in Serious Mass and adding Electrolytes to AMIN.O. ENERGY® means that the nutritional tables will be updated for these products. Visuals of all nutritional panels, as well as packaging PDFs are available; please reach out to your local GLANBIA PERFORMANCE NUTRITION representative for access to the relevant assets.

Q:

Are the tubs, lids & pouches changing as well as the label designs?

A:

For 90% of our products, the tubs and pouches that they are currently available in will remain the same. The exceptions to this are:
GOLD STANDARD PRE Workout
GOLD STANDARD BCAA Train + Sustain
AMIN.O. ENERGY® 

Q:

Are all of the existing product flavours & sizes still available in the new design?

A:

For the most part, yes they will. We will be in touch shortly with a comprehensive list of available products.

Q:

How many languages are listed on the new labels? What languages?

A:

The table indicating the number of languages that will be served on our products as part of the rebrand. The specific languages and running order is also indicated. Our objective is to facilitate the sale of products across the region by now having the majority of our powders available in 22 languages.

Q:

Will the product barcodes remain the same as the existing products?

A:

For all OPTIMUM NUTRITION products that are currently available with a 13 digit EAN code (beginning with 50604) on back of pack, this code will remain unchanged as we transition from current packaging to the new design. However, if the product has a 12 digit EAN code (beginning with 74892), then the code will have been updated to a new 13 digit EAN code as some retailers no longer accept 12 digit EAN codes. 

Q:

There are some products in the new design online and in stores already, how is that possible?

A:

These are most likely products from North America, with a different flavour profile and ingredient list than the one that we produce in Europe. The EU range with the new features mentioned above will be available to order from April 2020 onward. We will be in touch with a comprehensive list of pricelist availability dates shortly.

Q:

Will the new design completely replace the current product or will it be possible to continue ordering the existing product this year and beyond?

A:

Once we begin production of the new products and new packaging, we will cease production of the current products. Existing products will remain on price list until stock runs out, after such time, they will be no longer be available.

Q:

How can rebranded products be identified as Authentic Optimum Nutrition products?

A:

All of the new OPTIMUM NUTRITION labels are marked with the Authentic OPTIMUM NUTRITION product logo and website link.

Visit https://www.optimumnutrition.com/en-gb/authentic for more details on how to verify that your product is 100% authentic.

NOTE: For access to product imagery and label PDFs, please contact your local Glanbia Performance Nutrition representative.

FURTHER QUESTIONS: Our team is here to help with any questions, so why not get in touch by email [email protected] or by phone on (+353) 1 907 8725.