Pure Protein helps consumers keep healthy lifestyle on track

RONKONKOMA, N.Y. - Americans want to live healthy lifestyles, but derailers keep getting in the way, according to a survey commissioned by US Nutrition in support of Pure Protein.

More than half (57%) say these "derailers" knock them off track, causing them to make choices they would not normally make. Women (61%) are more likely than men (52%) to do so. The top culprits? Last-minute plan changes (40%), work demands (29%), unexpected guests (25%) and travel delays (20%).

Even in the face of such unpredictability, a majority (54%) still blame themselves for falling off-track.

Fortunately, there is hope – 77% believe keeping a nutritious snack handy would help them stay on track with their active lifestyle.

"Despite our best intentions to exercise, eat right and stay fit, life often gets in the way," stated Amie Testerman, senior brand director, Pure Protein. "We are humorously calling attention to this issue and encouraging anyone who's striving towards a fit and active lifestyle to plan ahead, and keep a Pure Protein bar with you to help avoid the unknown and unexpected – or as we call them, derailers."

The study also rated the ideal traits Americans seek in their snacks, with two out of three people favoring good taste (35%) and protein-packed (31%), followed closely by sugar content (29%) and ready-to-eat (27%).

Pure Protein recently launched a marketing initiative highlighting "derailers" – the often unavoidable things that can knock health-conscious, fitness-focused individuals off-track. The lighthearted campaign debuted online in May and is headlined by a series of three commercials, named "Kid," "Driver" and "Pilot." Each whimsically portrays everyday interferences to show the importance of keeping a Pure Protein bar nearby. The campaign includes digital and social media components, as well as public relations.

The TV advertising campaign is set to launch in July.