Abbott Launches New PROTALITY™ Brand to Support Adults on Their Weight Loss Journey

Rhea-AI Summary

Abbott (NYSE: ABT) has launched its new PROTALITY™ brand, offering a high-protein nutrition shake to support weight loss while preserving muscle mass. The brand is aimed at adults pursuing weight loss, with the first product featuring 30 grams of protein, essential B vitamins, comfort fiber, and 150 calories. The shake is now available online and at various retailers.

Positive

• Abbott's PROTALITY™ brand aims to address the nutritional needs of adults pursuing weight loss while maintaining muscle mass.
• The high-protein nutrition shake offers 30 grams of protein, 8 essential B vitamins, comfort fiber, and 150 calories, providing a nutrient-dense option for individuals on weight loss journeys.
• The shake is now available at various retailers, including Amazon.com, Walmart.com, and Kroger.com, and will be coming to physical stores in the following months.

Negative

• None.

Insights

Market Research Analyst

The launch of Abbott's PROTALITY™ brand represents a strategic move to capture a segment of the health and wellness market focused on weight management and muscle preservation. The relevance of this product line is underscored by the statistic that more than 7 in 10 adults in the U.S. are overweight or have obesity. This demographic shift presents a substantial market opportunity for companies like Abbott.

From a market perspective, the introduction of PROTALITY™ may provide Abbott with a competitive edge in the adult nutrition space, particularly as it aligns with consumer trends towards healthier lifestyles and proactive management of weight and muscle health. The product's unique selling proposition (USP) lies in its high-protein content, which is designed to support muscle mass during weight loss, a concern for many engaged in such health regimens.

Given the product's online and retail distribution strategy, there is potential for significant sales growth. The availability of the product on major e-commerce platforms and in brick-and-mortar stores can enhance consumer accessibility and convenience, which are critical factors in driving product adoption and brand loyalty.

Nutrition Expert

Abbott's focus on high-quality protein and essential nutrients in the PROTALITY™ shake is consistent with current nutritional science, which emphasizes the importance of protein in preserving muscle mass during weight loss. The blend of fast- and slow-digesting proteins is designed to provide sustained muscle feeding, which can be particularly beneficial for individuals on calorie-restricted diets or those using weight loss medications.

The inclusion of 8 essential B vitamins and 25 other vitamins and minerals addresses potential micronutrient deficiencies that can occur during weight loss. This comprehensive nutritional approach is vital for maintaining overall health and supporting energy metabolism, which are often areas of concern for individuals undergoing weight loss.

Furthermore, the product's low sugar content and calorie count per serving align with the goals of weight management programs, making it an appealing option for consumers seeking to balance nutritional intake with caloric restrictions.

Financial Analyst

Abbott's launch of the PROTALITY™ brand can be seen as a strategic investment in the growing health and wellness sector. The company's existing success with the Ensure® Max Protein drink suggests that they have the experience and market knowledge to successfully introduce and scale new nutrition products. The expansion of their portfolio with PROTALITY™ could potentially diversify revenue streams and strengthen their position in the nutrition space.

Investors should monitor the brand's market penetration and consumer adoption rates closely, as these will be key indicators of the product line's performance. The strategic timing of the product rollout across various retailers indicates a phased approach, which may help manage inventory and production costs while gauging consumer demand.

It's also important to consider the potential for Abbott to leverage its research and development capabilities to introduce further innovations under the PROTALITY™ brand, which could drive long-term growth and create additional value for shareholders.

• The PROTALITY™ brand provides nutritional support for adults pursuing weight loss in the form of a high-protein nutrition shake featuring a blend of fast- and slow-digesting protein designed to feed muscles for up to seven hours
• As people eat less and lose weight, a portion of what's lost may be from muscle, which is vital to overall health and physical functioning
• More than 7 in 10 adults are overweight or have obesity in the U.S. and many turn to diets, whether combined with medication, surgery or calorie restriction, to lose weight and improve overall health¹

ABBOTT PARK, Ill., Jan. 31, 2024 /PRNewswire/ -- Abbott (NYSE: ABT), a global leader in science-based nutrition, announced today the launch of its new PROTALITY™ brand. The high-protein nutrition shake is the first product in this line to support the growing number of adults interested in pursuing weight loss while maintaining muscle mass and good nutrition.

Losing weight is a complex and personal process. Nearly half of U.S. adults attempted to lose weight in the past year.²  Whether pursuing weight loss by taking GLP-1 medications, undergoing a weight-loss surgery or following a calorie-restricted diet,^3,4,5 people risk losing 11-50 percent muscle^6,7,8 which plays an integral role in daily activities, movement and energy metabolism. Protein can help preserve muscle as people lose weight.  

To preserve muscle mass during weight loss, research shows adults may need at least 50 percent more protein than the Recommended Dietary Allowance (RDA).^9,10,11,12 High protein consumption can also support weight loss maintenance.^13,14,15,16

''It's critical for adults on weight loss regimens to prioritize good nutrition to ensure they get enough micronutrients and protein to preserve muscle mass while consuming limited calories,'' said Hakim Bouzamondo, MD, MSC, MBA, division vice president of Nutrition Research and Development at Abbott. ''We've studied muscle health and nutrition for decades at Abbott. We understand that a weight loss journey can be challenging, which is why we're launching the PROTALITY brand to give adults nutritional products with an excellent source of high-quality protein and nutrients to support muscle health.''

The Importance of Preserving Muscle During Weight Loss
There are more than 650 muscles in the human body. Muscles help support daily activities, movement and energy metabolism. Protein is an important building block for muscles, as well as skin, tissue and bones, and plays a vital role in metabolism, satiety and weight maintenance.  

''We've learned from people on weight loss journeys — including those on GLP-1 medications — that they experience decreased appetite and thoughts of food,'' said Dominique R. Williams, MD, MPH, medical director and obesity specialist at Abbott. ''Whether it's due to decreased appetite or a busy schedule, it can be difficult for people losing weight to get the protein, vitamins and minerals they need to support their unique health goals. Our PROTALITY brand provides a nutrient-dense option designed to address gaps that may result in their diets.''

Targeted Nutrition to Feed Muscles and Busy Lifestyles
PROTALITY is a new brand created for people pursuing weight loss. The first product available is a high-protein nutrition shake for people who may have difficulty getting enough protein and other essential nutrients to support muscle mass and function. The formulation is equivalent to the nutrition in Abbott's successful Ensure^® Max Protein drink and will serve as a base to continue further innovations under the brand.

''We're serving a new group of people who may be at a higher nutritional risk because they may be overweight or have obesity and use weight loss medications,'' said Bouzamondo. ''Abbott intends to develop additional science-backed nutrition products and conduct clinical research to address the targeted nutrition needs of people losing weight.''

Each PROTALITY shake has key nutrients to support weight loss journeys:

• 30 grams of high-quality protein to help preserve muscle
• 8 essential B vitamins for protein and energy metabolism
• 4 grams of comfort fiber for digestive health
• 1 gram of sugar
• 150 calories
• 25 vitamins and minerals

''As people start to see results from their weight loss programs, many look for ways to maintain progress, including their nutrition goals,'' added Williams. ''Whether that's planning meals or snacks, they are looking for nutritious, easy protein options like PROTALITY that work with their busy schedules and support their personal nutrition goals.''

Individuals on a weight loss journey should always discuss their nutritional plan with their healthcare provider.

PROTALITY Availability Online and at Retailers
PROTALITY joins Abbott's trusted portfolio of adult nutrition products that includes Ensure® and Glucerna®.

The new shake comes in Milk Chocolate and Vanilla flavors in 11-ounce, four-pack units. PROTALITY is now available at Amazon.com, Walmart.com and Kroger.com and coming to stores including Kroger, ShopRite (February), Albertsons (March), CVS (March), Walmart (April), Publix (April), and Meijer (May).

Visit PROTALITYNutrition.com to learn more and follow us on Instagram @PROTALITY_US and Facebook @PROTALITYUS.

About Abbott:
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 114,000 colleagues serve people in more than 160 countries.

Connect with us at www.abbott.com and on LinkedIn, Facebook, Instagram, X and YouTube.

1 Fryar CD, Carroll MD, et al. NCHS Health E-Stats, Centers for Disease Control and Prevention. 2020. Updated Feb. 8, 2021.
2 Centers for Disease Control and Prevention. NCHS Data Brief No. 313, July 2018.
3 Chaston TB, et al. Int J Obes (Lond). 2007;31(5):743-750.
4 Pownall HJ, et al. Obesity (Silver Spring). 2015;23(3): 565-572.
5 Sargeant JA, et al. Endocrinol Metab (Seoul). 2019;34(3): 247-262.
6 Chaston TB, et al. Int J Obes (Lond). 2007;31(5):743-750.
7 Pownall HJ, et al. Obesity (Silver Spring). 2015;23(3):565-572.
8 Sargeant JA, et al. Endocrinol Metab (Seoul). 2019;34(3): 247-262
9 Kim JE, et al. Nutr Rev. 2016;74:210-224.
10 Soenen S, et al. J Nutr. 2013;143:591-596.
11 Layman DK, et al. J Nutr. 2003;133:411-417.
12 Leidy HJ, et al. Obesity. 2007;15:421-429.
13 Drummen, M. et al. Study. J Nutr. 2020;150:458-463.
14 Leidy, H.J. et al. Obesity 2007;15:421-429.
15 Lejeune, M.P. et al. Br J Nutr.2005;93:281-289.
16 Claessens, M. et al. Int J Obes (Lond). 2009;33:296-304.

 

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SOURCE Abbott

FAQ

What is the new brand launched by Abbott?

Abbott has launched its new PROTALITY™ brand.

What is the ticker symbol for Abbott?

The ticker symbol for Abbott is ABT.

What is the main product offered under the PROTALITY brand?

The main product offered under the PROTALITY brand is a high-protein nutrition shake.

Where is the PROTALITY shake available for purchase?

The PROTALITY shake is available online at Amazon.com, Walmart.com, and Kroger.com, and will be coming to physical stores in the following months.

What are the key nutrients in the PROTALITY shake?

The PROTALITY shake contains 30 grams of high-quality protein, 8 essential B vitamins, 4 grams of comfort fiber, 1 gram of sugar, 150 calories, and 25 vitamins and minerals.

How many adults in the U.S. are overweight or have obesity?

More than 7 in 10 adults in the U.S. are overweight or have obesity.

Why is preserving muscle mass important during weight loss?

Preserving muscle mass during weight loss is important as people risk losing 11-50 percent muscle, which plays an integral role in daily activities, movement, and energy metabolism.

What are the available flavors for the PROTALITY shake?

The PROTALITY shake comes in Milk Chocolate and Vanilla flavors.