WHEN WELLNESS BRAND Hum Nutrition chose to launch Core Strength, an easy-to-digest, low FODMAP-certified (by Monash University), vegan protein powder, it chose packaging with minimum materials and to include a free refillable tub on the first order. This enables eco-conscience consumers the convenience of a rigid plastic tub but with the shipping advantages and lower use of plastics afforded by a pouch.
The brand, which is best known for its beauty vitamin and supplement category, developed the new product to help protein powder consumers who suffer from bloating from more traditional formulations. Alex Caspero, Hum registered dietitian, explains, “Many people want to add a protein powder to their diet, but don’t because of bloating concerns with typical ingredients like whey, soy, almonds, and artificial sugar alcohol sweeteners.” says Caspero. “Core Strength is certified low FODMAP and specifically designed to omit the typical bloating concerns that arise with other protein powders.”
As explained to BXP editors, FODMAPS or fermentable oglio- di-, mono-saccharides and polyols, are short-chain carbohydrates (sugars) that are not completely digested or absorbed in our intestines and can cause gas when fermented by gut bacteria. Common FODMAPS include fructose, a simple sugar found in many fruits, vegetables and in most added sugars; lactose found in dairy products; fructans found in grains like wheat, spelt, rye and barley; galactins found in legumes; and Polyols found in sugar alcohols often used for sweeteners. Avoiding FODMAPS can be beneficial for people who experience frequent digestive symptoms like gas and bloating.
Core Strength is made from pea, hemp and pumpkin seeds, providing 22 amino acids and 20g of protein per serving. It’s enhanced with a natural digestive blend of flaxseed enzymes and probiotics to help make the powder easier to digest.
Both the product and the packaging for the brand are direct answers to consumer demands. The packaging format allows consumers to be more eco-conscious without sacrificing convenience. The products address pain points expressed by Hum customers when finding solutions to improve their wellness routines. Founder Walter Faulstroh remarks, “We continue to approach all of our innovation by addressing the pain points of our consumers and finding solutions to improve their wellness routines .”
Prior to formulating, Hum reached out to 1,000 customers: 70% use protein powder and, of that group, 80% prefer a plant-based product. “What we heard most,” Faulstroh continues, “was that they wanted a clean product that is easy to digest, non-bloating and helps build lean muscle. So that is what we’re delivering.”