The next innovation

Innovation in active nutrition: breaking the mould to stand out

It sounds like a simple question: what’s the next product that’s going to create waves?

But actually, the answer is far from simple because there is no single approach to innovation and no one pathway that guarantees success. Instead, innovation is about creating noise, piquing curiosity, driving distinction and breaking industry moulds. In short: not being a carbon copy in an already saturated market. 

In the world of active nutrition, we’re talking obscure flavours, interactive formats or an unexpected combination of actives – details that create uniqueness and can help a brand make headlines for going against the grain.

Innovating through texture

Texture has long been a playground for innovation and continues to offer opportunities to create the unexpected. 

Let’s take energy gels as an example. First Endurance uses texture as a defining feature in its Liquid Shots which sit at the fluid end of the energy gel spectrum, while Maurten’s famously thick, chewy gels occupy the opposite extreme. But both brands are using texture as a strategic differentiator to intentionally stretch the boundaries of what a gel can be, and in doing so, challenge the crowded middle ground that most brands occupy.

After all, texture is more than just a sensory element. It doubles as a narrative tool and when used intentionally it can shapes a product's identity as much as it can drive functionality.

Rethinking product formats

Format might feel like an obvious route to differentiation, but it’s the execution that determines whether the format works.

All Day’s Energy Spray is a clear example of how format can create standout in a busy category. It reimagines how energy can be delivered with a natural caffeine spray that’s convenient, functional, and fun, flipping the energy category on its head by challenging the format status quo and classic formats of drinks, shots, gels and tablets. 

It’s a format that couples experience with function, serving as a refreshing alternative to other available products on the market.

Formulation innovation

While formulation may feel like an obvious way to innovation, there’s much more to it than making simple formulation tweaks. But when brands layer in, or hero unconventional active ingredients, they can really start to make some noise.

Man Cereal captures this spirit perfectly, combining 15-16g of whey protein isolate with just 5g of carbs and 2.5g of creatine. It’s unconventional, even ironic, given there’s nothing inherently male about the formula, but that’s exactly the point. It makes a statement and, more importantly, gets people talking and speculating about the brand.

Meanwhile, Smearcase is reimagining the protein ice cream landscape with a frozen cottage cheese ice cream: shifting the narrative away from whey and towards alternative protein innovation.

The parallels? Both brands recognise a simple truth: to make a mark, you have to challenge the conventional. Man Cereal leans into the growing buzz around creatine while Smearcase recognises an overlooked opportunity in cottage cheese. Both create distinction through unexpected combinations that shift consumers' perceptions.

Why innovation still matters

Without innovation, the industry becomes stagnant. While industry moulds help define and frame category landscapes, if every brand conforms to them, evolution will halt.

Innovation is what keeps categories alive by pushing boundaries, and opening doors for new conversations. So, in a world where sticking to the status quo feels like a safe bet, real progress belongs to the brands that dare to challenge convention and in doing so create a clear brand distinction.