In this month’s customer update topics include:
- Reformulation Project
- New Whey Protein Isolate
- New Whey 50/50 Blend
- New Branding
- New Fitbits Podcast
- June Discount Coupon
Reformulation Project
Why are we reformulating?
We take your health and safety very seriously & we know you do too. As such we want to provide you with the maximum health benefits we can.
In March this year Food Standards Australia and New Zealand (FSANZ) published a new table of allowable inclusion rates for ingredients in sport supplements. This sets the maximum safe daily levels for supplements.
So what are the principles that drive our formulation decisions?
We value: Integrity, Authenticity, Simplicity, Perseverance, Performance, Teamwork.
The decision criteria for our protein blends is:
- High performance – natural protein counts must be high, not inflated by adding aminos.
- Great taste – people won’t drink what they don’t like.
- Affordability – we are a mid market brand selling high end products and so value must be high.
- We feel proud to sell – we want vegan and natural ingredients, but safety, taste, performance & affordability come first.
Every flavour’s blend is a trade off on these things.
Whey Protein Isolate Powder (WPI)
We are really proud of what we have made and we hope you will be too. This is a brand new WPI product in line with the March 2016 Food Standards Australia & NZ regulations.
Where possible we have used all natural flavours, colours and sweetener. We have removed the xanthan gum thickener and retained the guar gum which is plant based and normally used in gluten free cooking.
There are no added amino’s like glycine, taurine or glutamine to boost protein counts. The serving size is 30g and you now get 33 serves per kg rather than 25 x 40g serves.
We have individual nutrition panels with an extended amino profile so you can see transparently what you are buying.
Our food technician and blender have been extremely frustrated at how many times we have rejected blends to make sure the taste is spot on.
The price is different for this product but comparing it to the old is like comparing apples and oranges due to the higher quality & quantity of the ingredients.
We hope you love it like we do.
You can read more on WPI here.
Whey 50/50 Powder
This new FSANZ compliant product is a squeaky clean blend of WPI & WPC . It has the highest natural protein count with great taste, natural stevia, natural colour and natural flavour where possible. 1st batch now in stock. It aims to deliver protein and essential amino acids over longer release.
To date we have also reformulated and cleaned up the BCAAs using a natural Lemon Lime flavour & natural sweetener.
We are currently working on the Pea and Shredded proteins and we will have more on these next month.
Rebranding
You will notice that our look is changing to reflect our new market positioning. We no longer want to sell the cheapest products, rather we want to sell the best value supplements in the market. This means better ingredients, less inclusions, more transparent labelling and formulations in line with Food Standards Australia & NZ regulations. (FSANZ)
You will see that:
- Website is undergoing changes right now as I type,
- Facebook – is updated,
- Twitter – is updated,
- Instagram – is updated,
- Google plus – is updated. (Does anyone use this?),
- eBay store is in progress,
- eBay listings have a new template.
But not all packaging is updated, nor is Infusionsoft the email software we use.
So depending on what you do you will see a mix of old and new brands for a short time.
The FitBits.com Podcast
Purely for your enjoyment and inspiration we have recorded 4 podcast episodes to date.
We hope to speak with some more coaches, athletes, nutritionists and sports scientists soon.
The first episode is a little left field in that the guest is an ultra endurance athlete – Geoff Wilson. Geoff is a professional explorer and currently holds the world record for the fastest solo unassisted crossing of Antarctica ever.
He has some really interesting views on the role of coaches and training that is just fascinating to listen to. The podcast is less than 30 minutes long and you can listen here.
Upcoming episodes feature:
- Ben Sharpe – AFL Strength and Conditioning coach
- Kris Abbey – Nutritionist, Author & Fitness Industry pioneer
- Nam Baldwin – Elite Sports Coach (Mick Fanning & Stephanie Gilmore’s coach)
If there is someone you think we should interview please comment below & tell us who and what you want to ask them.
Guest criteria is shaping up to be – someone of significance that has coached, consulted or competed at state, national or international level.
VIP Coupon for June
As we have old formulation WPI and Whey stock to move we are discounting these lines while stocks last. We are selling individual 1kg bags for a discounted rate. You don’t need a coupon to buy these. See the special listings below.
They are not listed via the menu or on eBay, so we expect only you, our valued past customer, to be able to access this.
- End of Line Run Out Stock WPI <<= SOLD OUT
- End of Line Run Out Stock Whey Blend <<= SOLD OUT
We love your comments and photos you share with us.
Please let us know what you think below.
Thank you.
Jodie & Anthony
PS as we are just a small family business we really need your help & support. If you care about high quality nutrition at affordable prices please tell someone about us (if we deserve it). Did you know for first time buyers you can give them the coupon code easy10 for $10 off their first order over $50 or easy20 for $20 off their first order over $100. They will thank you for this.
