Supplement Brand ANIMAL Partners with Candy-Maker Smarties
In an unusual pairing, performance supplement brand ANIMAL has announced a partnership with candy company Smarties. The collaboration will launch three new "flavor-forward" performance products, signaling a significant brand evolution for the traditionally hardcore fitness company.
This collaboration taps into the rapidly growing "functional confectionery" market, which is projected to reach $4.69 billion by 2032. The trend sees consumers looking for wellness benefits like added vitamins, protein, or energy in formats more enjoyable than traditional pills, a category sometimes dubbed "candyceuticals." For ANIMAL, a brand established in 1983 with a "hardcore" bodybuilding identity, this partnership marks a significant strategic shift. The company, which underwent a major rebranding in 2022, is aiming to broaden its appeal beyond its traditional niche of serious athletes by leveraging nostalgia and more accessible product formats. The new product lineup includes Smarties-flavored versions of ANIMAL's Creatine HMB+, Creatine Chews, and a non-stimulant pre-workout pump formula. This move allows the brand to maintain its performance-focused product integrity while introducing a playful flavor profile designed to attract a wider consumer base. While the pairing of a serious supplement brand with a candy company seems novel, it's part of a larger industry pattern. Other notable collaborations include C4 Energy's partnerships with Jolly Rancher and Bubble Yum, and UK brand Bulk's flavor series with Barratt candies. Smarties Candy Company, a family-owned business founded in 1949, brings its iconic, nostalgic branding to the table. The company produces billions of its signature candy rolls annually and has a well-established identity that ANIMAL is leveraging to inject a sense of fun and familiarity into its product line.
