Bucked Up’s anime range of sports nutrition formulas inspires perseverance

28 Mar 2024 --- Sports nutrition and lifestyle brand Bucked Up is expanding its product range and target audience by introducing seven new stock-keeping units (SKUs), known as the “Anime Line.”

The formulas each have its own anime character that will be brought to life with short, animated skits that portray characters and their stories or superhero journeys while simultaneously resonating with the sports nutrition profile of the individual mix.

“We launched the anime-themed line to bridge the world of anime with the passionate fitness community. Anime has inspired individuals with its themes of perseverance, transformation and the pursuit of excellence. This line is our way to motivate all consumers to push beyond their limits,” says Ryan Gardner, CEO of Bucked Up.

Animated superhero personas
The company is pursuing fans of anime culture with the range to broaden the scope of its sports nutrition. The Anime Line comprises the company’s popular formulas such as Bucked Up, Woke AF, PUMP-ocalypse, Mother Bucker, BAMF, LFG and All Bulk No Bloat.

Bucked Up, Woke AF and PUMP-ocalypse are available in Yuzu Peach and Mother Bucker, BAMF, LFG and All Bulk No Bloat comes in the Ninja Nectar flavor, a combination featuring the sweetness of Asian pear and Asian plum. The company has also unveiled branded apparel and accessories, such as sports drink shakers based on the anime collection.

Furthermore, the industry for sports products is expanding beyond conventionally targeting mostly male athletes toward women and everyday active consumers. With consumers exhibiting an expanded interest in broader health outcomes, nutrients other than proteins for muscle building are in the spotlight, with a large focus on branded ingredients.

Industry insights 
US-based personalized nutrition specialist Infinit Nutrition has launched its Performance Labs platform to improve athletes’ approach to hydration, electrolyte monitoring and nutrition. The platform leverages wearable technology and nutrition coaching services.

Meanwhile, international researchers urge social media companies to implement stricter and more explicit policies regarding advertising and user-generated content for muscle-building supplements. These products currently face a few restrictions, while social media is associated with their use.

By Inga de Jong