Database: Track All Licensing Activity By Active Nutrition Brands
Pop Quiz Time - How many different licensed SKUs have been commercialized throughout the active nutrition CPG categories since 2016?
If you said more than 290 and counting…you’d be correct!
Did that number surprise you? Well…it surprised the heck out of me and that’s coming from a deep practitioner inside the active nutrition industry.
Are you interested in seeing the comprehensive list?
I created a supplemental database that provides details on every licensing agreement executed across the active nutrition CPG categories. I’ll be updating that free resource frequently, so make sure to bookmark the address if you’re interested in staying up to date on this business strategy.
Database link
Database 1.9 (last updated 6/16/23)
Fun Facts
GHOST Lifestyle was the first active nutrition brand to successfully license flavor IP in November 2016. That first product was Warheads Watermelon Legend Pre-Workout. (*)
Top 3 largest active nutrition brand licensees; GHOST Lifestyle, G Fuel, and MyProtein.
About one-fourth of the total licensing commercialized by active nutrition brands have been “entertainment IP.”
Both of the two largest specialty supplement retailers are actively using the licensed flavor strategy for private label products.
Post Holdings is the only company to cross-pollinate IP across portfolio brands in the U.S. market. Mondelez International licensed Oreo to Grenade in the European market.