2020 Fitness Informant Supplement Awards
The 2020 Fitness Informant Supplement Awards recognize the industry's best from the year 2020. 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 first time ever, 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 2020 Fitness Informant Supplement Awards consist of seven categories: Brand of the Year, Breakout Brand of the Year, New Brand of the Year, Philanthropic Brand of the Year, Pre-Workout of the Year, Protein of the Year and Product of the Year.
Brand of the Year
To be eligible for Brand of the Year, the brand must showcase the following in 2020:
- 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
RedCon1
RedCon1 always seems to find themselves in the conversation of Brand of the Year. RedCon1 had another solid year with new product launches and innovation as well as dollar volume growth, distribution gains, new ventures and new athletes.
- Notable Product Launches
- War Games
- Canteen
- MRE RTD
- Basics line
- Improved MRE Bars
- Multiple limited edition Total War flavors
- Distribution Growth
- Walmart
- Dollar Volume Growth
- Potentially breaking $100 million in sales
- Other
- Started RedCon1 Foundation
- Signed Kai Greene, Kenny Omega and other big name athletes
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GHOST
GHOST is the defending 2019 Brand of the Year champion. They had yet another solid 2020 with a ton of innovation, growth domestically and internationally, as well as new ventures.
- Notable Product Launches
- GHOST Energy
- GHOST Glow
- GHOST Gamer
- BCAA V2
- Nutter Butter Protein
- Maxx Chewning V2
- Distribution Growth
- Vitamin Shoppe
- Other
- Distribution partnership with ABI to get GHOST Energy out in C-Stores
- Multiple philanthropic efforts
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Core Nutritionals
Core Nutritionals was arguably the one of the busiest brands of 2020 with multiple new product launches and an entire re-brand from the classic black to the clean white look. Core Nutritionals put themselves in the conversation for Brand of the Year for the first time since FI launched back in 2016.
- Notable Product Launches
- CORE Fury
- CORE Pump
- CORE Zone
- CORE Vegan Protein
- CORE PRO
- CORE MRP
- Other
- Re-brand of the entire brand and all SKUs
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NutraBio
NutraBio has found themselves in the finals of the Brand of the Year conversation for the fourth consecutive year. The year was different for NutraBio. In 2019 the brand focused their efforts on their new flavoring system, in 2020 they focused on helping those who needed it.
- Notable Product Launches
- Freedom Series proteins
- NutraBio WPI Clear
- Immune
- First Response
- Other
- Re-allocated funds to support First Response program to provide FREE immune support products to First Responders
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Alpha Lion
Alpha Lion finds themselves in the conversation for Brand of the Year for the very first time. The brand launched in Bodybuilding.com, led fundraising efforts for Australia and made Super Human the new staple for the brand.
- Notable Product Launches
- Super Human Sleep
- Super Human Burn
- Super Human Protein
- Super Human Pre
- Super Human Woman
- Distribution Growth
- Bodybuilding.com
- Other
- Led fundraising efforts for Australia wildfires
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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 2020 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
Glaxon
2020 highlights:
- Distribution growth
- Specimen V2
- Multivitamin
- Updated formulas
Revive MD
2020 highlights:
- Revive MD Daily Greens Powder
- Revive MD Ashwagandha
- Revive MD Calm
- Updated formulas (Liver)
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Axe & Sledge
2020 highlights:
- Increased distribution in brick and mortar
- Hydraulic "Jack Daniels" version (Whiskey Cola)
- Basic series
MAN Sports
2020 highlights:
- Rebrand of entire line
- Updated Game Day formula
- VasoJet
Dragon Pharma
2020 highlights:
- Dr. FEAAR launch
- Mr. Veinz
- Re-brand
- Daily RX line
New Brand of the Year
Even though 2020 was a crazy year, there were several new brands who made their mark on the industry. We take a look at several different factors on the New Brand of the Year nominees
- Launched in 2020
- 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
BEAM
2020 highlights:
- Pre-workout powder
- Great tasting vegan protein
- FIt Butters collaboration
Raw Nutrition
2020 highlights:
- Full lineup of pre-workout, pump and protein powders
- Growth to receive commitment from major retailer
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Hosstile Supplements
2020 highlights:
- Loaded pre-workout and pump formulas
- Brick and mortar distribution growth
Rising Labs
2020 highlights:
- Brick and mortar distribution growth
- Several pre-workout formula launches
- Pre-workout, protein, pump and muscle-builder
Philanthropic Brand of the Year
This was the year of giving. A lot of brands stepped up and made good on many acts of kindness from starting a charity to raising thousands of dollars for a cause or movement to reverting their whole production to create products for those on the front lines. This is a new category this year of 2020 because we need to focus on the good that is going on in our industry. We look at:
- Money raised/donated
- Causes supported
- Engagement
All of these brands are considered winners in our book!
Philanthropic Brand of the Year Nominees
GHOST
2020 Philanthropic efforts:
- Fundraising campaign to support Australian Wild Fires efforts
- Donated money to social causes to help reduce violence and rebuild communities
- Planted a tree for every Ghost Greens purchase
- Donated $10,000 Breast Cancer Research Foundation
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MuscleTech
2020 Philanthropic efforts:
- Created a line of supplements at Bodybuilding.com and Muscle & Strength that directly supports Homes for Our Troops.
- Participated in WOD for Warriors event
- Raised money and awareness for National Breast Cancer Foundation
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RedCon1
2020 Philanthropic efforts:
- Donated thousands to military charitable foundations
- Created the RedCon1 Foundation to help those who have served
- Paid mortgage for 6-months of a military vet
- Provided 80+ meals to 80+ veterans on Thanksgiving
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NutraBio
2020 Philanthropic efforts:
- Reverted summer 2020 efforts to creating First Response and donated hundreds of thousands of dollars worth of immune support supplements, masks and sanitizer to First Responders across America.
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Alpha Lion
2020 Philanthropic efforts:
- Created limited edition Super Human pre-workout to raise over $30,000 for Australian Wildfire Relief
- Donated $15,000 to Vitamin Angels which helped an additional 60,000 mother's and children
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Product of the Year
We love this category because we get to look at the whole gamut of products released in 2020. We like to focus on pre-workout and proteins, but this category is fun. We look at several factors:
- Launched in 2020
- Effective product/quality
- Impact to category/industry
- Sales
A product may have showcased one, several or all of these above to be considered for Product of the Year. Voting for Product of the Year should keep this criteria in mind.
Product of the Year Nominees
NutraBio First Response
Unique product features:
- Given for free to First Responders
GHOST Gamer
Unique product features:
- 1.6g NooLVL
- 500mg Cognizin
- 150mg natural caffeine
- Intentional about targeting gamers
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Core Nutritionals CORE ZONE
Unique product features:
- 100mg Neurofactor
- 1,000mg Tyrosine
- 10mg Pregnenalone
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GHOST Glow
Unique product features:
- New category for brand
- Health and beauty product
- 4,000mg Inositol
- 200mg Setria Glutathione
- 50mg Verbasnol Leaf Extract
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RedCon1 MRE RTD
Unique product features:
- First non-dairy/non-vegan protein RTD
- Whole foods protein RTD
- 40g protein
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Pre-Workout of the Year
The pre-workout category is still the sexy category to "innovate" in, even in the year 2020 when things were a bit crazy. We look at the following factors to determine our nominees.
- Launched in 2020
- 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.
Alpha Lion Super Human Burn
Unique product features:
- 300mg total Caffeine
- 500mg MitoBurn
- 40mg CaloriBurn
- 100mg Advantra Z
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Core Nutritionals CORE FURY
Unique product features:
- 375mg Caffeine
- 10mg Pregnenalone
- 100mg Halostachine
- 2g GlycerSize
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Apollon Nutrition Hooligan V5
Unique product features:
- 600mg Caffeine (from Caffeine Anhydrous and Di-Caffeine Malate)
- 7g Citrulline
- 600mg Alpha-GPC
- 150mg elevATP
- 1,000mg Lion's Mane
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Inspired Nutraceuticals DVST8 of the Union
Unique product features:
- 1,500mg Tyrosine
- 300mg EnXtra
- 150mg Eria Jarensis
- 100mg zumXR
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MAN Sports Game Day
Unique product features:
- 600mg Alpha GPC
- 100mg S7
- 400mg Caffeine
- 500mg Lion's Mane
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 2020 Protein of the Year, the protein had to showcase the following in 2020:
- Launched in 2020
- 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 Fruity/Cocoa Pebbles
Unique product features:
- Authentic collaboration with Post Cereal
- WPI
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Core Nutritionals CORE PRO
Unique product features:
- 25g protein
- Whey protein blend
- 7 great flavors
- Fully transparent
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GHOST Whey Nutter Butter
Unique product features:
- Authentic collaboration
- Fully transparent labels
- Whey protein blend
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Core Nutritionals CORE VEGAN
Unique product features:
- Vegan
- 21g Protein
- Pea and brown rice protein
- Digestive enzymes (DigeSEB)
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MuscleSport Lean Whey Toasted Almond
Unique product features:
- 24g protein
- Fully transparent
- Limited edition
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2020 Supplement Awards Official Voting Ballot
Voting for the 2020 Fitness Informant Supplement Awards has been completed. Winners will be announced soon from Fitness Informant.
