The nutritional supplement industry is booming and the demand for high protein meal replacement and recovery products is growing. With the plethora of products on the market, one company decided it was time to do something different. They combined two simple ingredients and Athletes HoneyMilk was born.
Anders Porter, Director of Marketing at Athletes HoneyMilk agreed to discuss how the simple yet effective concept of combining two natural ingredients has led to their success and what the future holds for the company.
How did the idea for Athletes HoneyMilk originate?
Athletes HoneyMilk began with a company owned by a group of dairy farmers based in West Texas and New Mexico. We wanted to develop a high quality performance and recovery drink using the freshest milk in the country. The idea was to stand out from our competitors’ products that claim to have real milk in them, but are mostly comprised of powders. When formulating the drink, real milk was used because of the naturally occurring restorative benefits to the body. Honey was used for its naturally sweet flavor and to add carbohydrates for energy. The drink was test marketed for nine months and received a very good response. Since the product was well received, we expanded from our first honey flavor and have added four additional flavors. We find that people who try Athletes HoneyMilk feel that it has a very unique flavor because there aren’t any products of its kind on the market.
Do you think competitors will follow suit and begin to use honey in their products?
We know that our competitors have caught wind of our product and have noticed that they are paying more attention to flavor profile. We expect to see the popularity of honey as a flavor to grow, but we will have to wait and see if they actually use real honey. We always do our best to make sure that we use the highest quality ingredients in our products and our goal is to avoid less expensive powders and additives at the end of the day.
How have athletes responded to your product?
At a lot of the expos and events where we hand out products we have found that it’s not just athletes, but it’s the general public that are paying attention to what they are putting into their bodies. This is a growing trend and we have found that because of this, the response to honey serving as a natural sweetener has been very positive.
What does the future hold for Athletes HoneyMilk?
As of right now our Strawberry Banana, Coffee, and Chocolate flavors are light. We hope to make full flavor versions available in the near future. In addition, we hope to offer a light version of the honey and vanilla flavors. We certainly want to expand on our product line and are working on a broader range of products. We use several outlets to get feedback from the public and see the introduction of bars and other snacks as great possibilities.
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