American natural beauty brand Burt’s Bees has entered the functional foods category with a range of powdered protein shakes.
Comprising three products – Daily Protein, Protein + Gut Health with Probiotics, and Protein + Healthy Radiance with Antioxidant Vitamins A, C & E – the line’s plant-based protein is sourced from pea, rice, flaxseed, sunflower seed and oat. Additional vitamin extracts come from fruit and vegetables like spinach, strawberry and shitake mushroom. The non-GMO blends are also free from gluten, soy and dairy, as well as artificial flavours and sweeteners.
“For three decades, Burt’s Bees has […] held the belief that real beauty and wellbeing should be nourished from the inside out,” says general manager Jim Geikie. “We’ve been nurturing skin with nature’s most powerful ingredients. Now we’re helping to nourish the body with them.”
As explored in Beauty 360, the global nutricosmetics market is projected to reach $7.4bn by 2020 (Global Industry Analysts Inc, 2015), while the global beauty drinks market is forecast to be worth over $1bn by 2019 (Technavio, 2016). Burt’s Bees’ foray into this lucrative market illustrates how more and more beauty brands are taking a holistic approach to wellbeing, following a mantra of ‘beauty from within’.
For more on brands diversifying into other categories, see Brand Stretch, while Rebranding Health offers a broader discussion into the new ways that health and wellness are being branded and marketed.