Gold Standard 100% Whey™ By Optimum Nutrition™ Has a New Look, Same Formula

Whey PackagingOptimum Nutrition (ON) reveals a new package design for its whey protein powder – On Gold Standard 100% Whey. The product formula remains unchanged, as does its signature black tub, as ON debuts an updated label designed to modernize the brand and more clearly communicate the product benefits to consumers.

“For decades, ON has produced high-quality sports nutrition products and enforced ingredient transparency and label accuracy,” said Sarah Teeter, director of marketing for ON. “As a proven leader in sports nutrition, ON aims to educate current and new product users about the benefits of supplementation.”

Changes to the label to make it more informative and address potential purchase barriers include a clear call-out of benefits (“for muscle support and recovery”) on the front of the label, as well as a more prominent placement of nutritional content. Other updates to the design include the addition of the Optimum Nutrition brand name to the logo lock-up and increased flavor-bar visibility. The product’s signature colors remain but have been modernized with a multidimensional pattern.

Whey Packaging“ON has been a leader in sports nutrition for more than thirty years and we are proud of our history,” added Teeter. “But we are a brand that constantly innovates and breaks new ground, and our packaging now better reflects our role on the leading edge of sports nutrition.”

While the packaging refresh begins with ON Gold Standard 100% Whey, the brand reports plans to update its full product portfolio throughout 2020.

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