Disruptive packaging innovation drives growth of Performix Iridium line

OAK BROOK, Ill. — TricorBraun helped disrupt the sports nutrition category with the launch of a "square" Peformix Iridium line of workout supplements. The line featured a packaging upgrade to what was on the market — a square tub vs. the standard industry round tub.



"The Performix brand is built around disrupting the space and bringing new benefits to sports nutrition and the packaging had to reflect the ground-breaking product within," commented Matt Hesse, CEO Performix. "The key objective was to create aesthetics that fall in line with the formulation with regard to disruption. We chose to work with TricorBraun because they have shown a propensity for being able to visualize and achieve breakthrough packaging to disrupt the sports nutrition category. Plus, they are fantastic innovators."



"The intent of the Performix Iridium product line is to be the premium trade up option for consumers who want to add higher order benefits to their physical well-being such as cognitive priming, perpetual strength and expedited muscle recover," added Brent Moore, VP operations Performix.  "TricorBraun has proven to be an excellent partner by helping us develop processes for managing inventory as well as executing rush orders. TricorBraun has also helped us manage cash flow in this period of high growth. The Performix Iridium line, in part due to the packaging, has risen by 27% of brand sales in one year. Together, we've developed an effective system for managing logistics/shipments to co-manufacturers."



There were challenges in bringing the square package to market.  "Whenever you move away from traditional packaging and bottle design with established industry specifications, it is critical that you redefine form, fit and function for your custom solution," noted  Jon-Paul Genest, VP commercial engineering at TricorBraun. "Our process is such that with proper management and creative engineering we're able to preserve the design intent and the vision of the brand owner."



Consumers will find the products squared off and stacked, front and center, at GNC.