Plant-based protein brand Vega has launched a rebrand, unveiling an updated product line and new messaging—”Perform Better”—a nod to athletes.
The refresh follows a recent market report stating that the plant-based protein market is projected to reach $124.55 billion by 2029, driven by the growing interest in health and wellness.
Although the brand remains committed to its plant-based, dairy and lactose-free approach, Vega says it has enhanced its formula with ingredients targeting energy, endurance and recovery.
Vega has also refreshed its packaging with an ethereal “aurora” color palette featuring blue, green and purple—shades the brand says symbolize power, balance and wellness. Its new logo, a North Star shining near each product’s name, pays tribute to the Vega star, the brightest in the Lyra constellation, according to the sports nutrition company.
Lee Meyers, the CEO of Vega’s parent company, WellMore Holdings, says the rebrand captures the promise of being a “guiding light for athletes and active lifestyle enthusiasts.”
“With the right nutrition, we believe anyone can reach their full athletic potential, and we’re proud to be part of that journey,” Meyers continued.
Vega has also updated several product names across its protein performance category (i.e., Sport Protein is now Protein + Recovery, Protein + Greens is now Protein +Supergreens).
New enhancements and additions to the Vega performance line include:
Protein + Creatine: A formula packed with 30 grams of plant-based protein and 3 grams of Creatine Monohydrate in chocolate and vanilla. The product is available at select retailers in the U.S. and is soon coming to Canada.
Pre-Workout Energy: An upgraded formula available in three flavors that boosts caffeine levels from natural sources and is available at select retailers in the U.S.
Ready-To-Drink Plant-Based Protein Shake: A new product to Vega, the protein shake features a prebiotic, 21 grams of protein, 6 grams of fiber and comes in a chocolate flavor. The ready-to-drink shake is available at select retailers in Canada.
