2021 Fitness Informant Supplement Awards
The 2021 Fitness Informant Supplement Awards recognize the industry's best from the year 2021. Each nomination was selected by a board of sports nutrition experts from Fitness Informant. The criteria for each award will be described below. For the second year in a row, the public will get a chance to vote in this year's awards. The brand/product that receives the most votes from the public will receive a total of (1) vote in the overall voting. The nominees are voted on by a board of supplement experts that span across the industry.
The 2021 Fitness Informant Supplement Awards consist of seven categories: Brand of the Year, Breakout Brand of the Year, New Brand of the Year, Pre-Workout of the Year, Pump Product of the Year, and Protein of the Year.
Brand of the Year
To be eligible for Brand of the Year, the brand must showcase the following in 2021:
- Quality products
- New product launches
- Distribution growth (online, brick and mortar and international growth)
- Dollar volume growth
- Brand equity ("coolness" factor)
A brand may have showcased one, several or all of these above to be considered for Brand of the Year. Voting for Brand of the Year should keep this criteria in mind.
Brand of the Year Nominees
GHOST
The back-to-back champion GHOST is in the running for the 2021 Brand of the Year title again after another great year of product launches, brand awareness and growth.
- Notable Brand News
- Launched OREO GHOST Whey
- Launched nationwide in Vitamin Shoppe, in addition to GNC
- GHOST Energy launched Blue Raspberry Sour Patch Kids and Bubblicious flavors
- Launched Legend and Pump V2
- Christian Guzman V4 launch
- Authentic collaboration with Space Jam, which included powdered products and swag
Use coupon code INFORMANT to save 20%
Glaxon
Glaxon was the 2020 Fitness Informant Breakout Brnd of the Year and kept that momentum going into 2021. The brand launched several new products and received a major commitment from GNC.
- Notable Brand News
- Launched nationwide in GNC
- Launched Specimen GFY pre-workout
- Launched Wonder Collagen
- Updated Xeno flavors
- Partner deal with GNC to increase innovation
- Launched Xerion GDA
- Improved Serentity
- Launched Vegan Protein
Use coupon code INFORMANT to save 20%
Core Nutritionals
Core Nutritionals is one of the most consistent brands on the market today. They have just the right amount of new product launches with great formulas that automatically demand respect and obtain increased distribution.
- Notable Brand News
- Launched CORE Lifeline Series of general health supplements
- Launched Fury AUS version
- Launched new flavors of MRP
- Launched Core Blaze fat burner
- Launched Poise for women
- New flavors of CORE PRO and POST
- Limted edition flavors of CORE FURY
Use coupon code INFORMANT to save 20%
NutraBio
Since the launch of FI, NutraBio has been the only brand to find itself in the finals of the Brand of the Year category. Why? Being vertically integrated has helped the brand navigate a year where supply chain crippled many brands.
- Notable Brand News
- Growth during COVID
- Launched Leg Day
- New flavors of Intra Blast
- Launched new plant protein flavors (improved)
- Launched First Response to everyone via their website
Use coupon code FI to save 15%
Axe and Sledge
Axe and Sledge finds itself in the Brand of the Year conversation for the very first time. The brand saw great growth with the addition of Vitamin Shoppe and GNC along with great new collaborations and product launches.
- Notable Brand News
- Launched in Vitamin Shoppe and GNC
- Authentic collaborations with ICEE
- Authentic collaboration with Dippin' Dots
- Launched loaded greens formula
- Launched Actual Intelligence nootropic
- Launched Home Made Bar
Breakout Brand of the Year
Breakout Brand of the Year is one of the most fun categories to converse about the nominees. These brands have been around for a little bit, but in 2021 they really stepped out of their shell and blew up. The basis of the nomination are:
- New product launches
- Distribution growth
- Sales
Breakout Brand of the Year Nominees
RYSE Supplements
2021 highlights:
- Launched into Vitamin Shoppe
- Authentic collaborations with Sunny D, Ring Pop and Smartees
- Authentic Godzilla collaboration on new pre workout
Use coupon code INFORMANT to save 20%
Performax Labs
2021 highlights:
- Total re-brand of the company
- Launched new Hypermax-3D
- Launched new VasoMax
- Also launched improved IsoWhey max, EAmino Max and SlinMax
Use coupon code INFORMANT to save 20%
Apollon Nutrition
2021 highlights:
- Created Hooligan/Assassin mashup in Double Impact
- Launched Time Cop pre-workout
- Launched Whey Protein Isolate
- Launched BBQ sauce
- Launched a pharmacist formulated immune product in Resistance
- Reformulated Bare Knuckle non-stim pre-workout - highly rated
AP Sports Regimen
2021 highlights:
- Launched protein brownies called Prime Bites
- Increased distribution globally
- Updated EAA formula
- Legacy Series of products
RAW Nutrition
2021 highlights:
- Chris Bumstead brought in as owner
- New CBUM line of supplements launched
- Commitment from Vitamin Shoppe for full distribution
- Launched RAW Sleep
- Launched RAW Pre Extreme
Use coupon code INFORMANT to save 15%
New Brand of the Year
The year 2021 might have been one of the toughest years to launch a new brand with all the supply chain issues. But these brands seemingly did it and seem to be starting off successful.
- Launched in late 2020 or 2021
- Featured unique ingredients/approach to categories
- Sales
A brand may have showcased one, several or all of these above to be considered for New Brand of the Year. Voting for New Brand of the Year should keep this criteria in mind.
New Brand of the Year Nominees
Unbound
2021 highlights:
- Launched with a full line-up of supplements including preworkout, pump, fat burner, test booster, GDA
- Creative marketing launch plan that was brick and mortar only to start
- NutraBio behind the new brand
Ninja Up
2021 highlights:
- Launched with six products across categories including stim-based pre-workout, protein and nootropics
- Gaining distribution at large retailers like Natural Body, Inc.
Storm
2021 highlights:
- Launched with two products, pre-workout and nootropic
- First-mover on BrainBerry in the industry
- Unique marketing
Use coupon code INFORMANT to save 10%
Nutra Innovations
2021 highlights:
- Launched with high-stim pre-workout, pre-workout and pump
- Expanded into multiple categories quickly
- Gained many brick and mortar retailers
015 Nutrition
2021 highlights:
- Launched Big O Bar
- Launched Pre-Workout and Pump
- Launched Protein
- Brandon Curry co-owned brand
Pre-Workout of the Year
The pre-workout category is still the sexy category to "innovate" in, even in the year 2021 when things were a bit crazy with supply chain. We look at the following factors to determine our nominees.
- Launched in 2021
- Effective product/quality
- Featured unique ingredients/approach to category
- Sales
A product may have showcased one, several or all of these above to be considered for Pre-Workout of the Year. Voting for Pre-Workout of the Year should keep this criteria in mind.
Product of the Year Nominees
RYSE Supplements Sunny D
Unique product features:
- Authentic collaboration with Sunny D
- #1 powdered pre-workout at Vitamin Shoppe (via SPINS)
- Project Blackout Formula featuring 1.5g NO3-T
Use coupon code INFORMANT to save 20%
Peformax Labs HyperMax-3D
Unique product features:
- 6g 3DPUMP-Breakthrough
- 400mg Caffeine
- 250mg NeuroPEA
- 2g Tyrosine
Use coupon code INFORMANT to save 20%
GHOST Legend V2
Unique product features:
- 1.5g Nitrosigine
- 50mg Senactiv
- 300mg Alpha-GPC
- 250mg Natural Caffeine
Use coupon code INFORMANT to save 20%
Apollon Nutrition Hooligan Bare Knuckle
Unique product features:
- Non-stim
- 8g Citrulline
- 600mg Alpha-GPC
- 1,000mg Lion's Mane
- 600mg Vaso6
UNBOUND Supplements Unload
Unique product features:
- 3,000mg Tyrosine
- 600mg Alpha-GPC
- 1,600mg NooLVL
- 350mg Caffeine
Pump Product of the Year
Pump products are gaining in popularity because the research is abundant on what healthy blood flow does for muscle recovery and growth. We had a good year in 2021 with new pump ingredients and products.
- Launched in late 2020 or 2021
- Effective product/quality
- Featured unique ingredients/approach to category
- Sales
A product may have showcased one, several or all of these above to be considered for Pump Product of the Year. Voting for Pump Product of the Year should keep this criteria in mind.
Inspired Nutraceuticals FSU Die Hard
Unique product features:
- 6g 3DPUMP-Breakthrough
- 2g Betaine Nitrate (NO3-T)
- 300mg Pine Bark Extract
Use coupon code INFORMANT to save 10%
GHOST Pump V2
Unique product features:
- 3,000mg Arginine Nitrate (NO3-T)
- 200mg Setria L-Glutathione
- 200mg Pine Bark Extract
- 6g Citrulline
Use coupon code INFORMANT to save 20%
Granite Supplements Vaso Blast
Unique product features:
- 2,00mg Arginine Nitrate
- 254mg VasoDrive-AP
- 6g Citrulline
- 400mg Grape Seed Extract
Performax Labs VasoMax
Unique product features:
- 6,000mg 3DPUMP-Breakthrough
- 300mg Vaso6
- 1.5g Nitrosigine
- 50mg S7
- 200mg L-Glutathione
Use coupon code INFORMANT to save 20%
Glaxon Plasm Surge
Unique product features:
- 6,000mg Citrulline
- 200mg Setria L-Glutathione
- 100mg VasoDrive-AP
- 1,500mg Orthinitine HCl
Use coupon code INFORMANT to save 20%
Protein of the Year
Trying to compete in the protein powder category now takes a special attention to flavor, unique offerings or going away from the crowded whey category. Protein is the #1 purchased dietary supplement. To be considered for 2021 Protein of the Year, the protein had to showcase the following in 2021:
- Launched in late 2020 or 2021
- Featured unique ingredients/approach to category
- Unique flavors/offerings
- Sales
A product may have showcased one, several or all of these above to be considered for Protein of the Year. Voting for Protein of the Year should keep this criteria in mind.
Protein of the Year Nominees
Dymatize ISO100 Dunkin'
Unique product features:
- Authentic collaboration with Dunkin'
- WPI - 25g Protein
- 95mg Caffeine
GHOST Whey OREO
Unique product features:
- Authentic collaboration with OREO
- 25g protein blend from Whey Protein Isolate, Whey Protein Concentrate and Hydrolyzed Whey Protein Isolate
Use coupon code INFORMANT to save 20%
MuscleSport Lean Whey Dippsadoodle
Unique product features:
- Dunk-A-Roos inspired flavor
- 25g Protein from WPI/WPH
Use coupon code INFORMANT to save 30%
Alpha Lion SuperHuman Protein
Unique product features:
- 25g Protein from WPI
- DigeZyme infused
Use coupon code INFORMANT to save 20%
Axe & Sledge Farm Fed Dippin' Dots
Unique product features:
- Authentic collaboartion with Dippin' Dots
- 22g Protein from 100% Grass Fed WPI
2021 Supplement Awards Official Voting Ballot
Voting for the 2021 Fitness Informant Supplement Awards has been completed. Winners will be announced soon from Fitness Informant.
