Burt’s Bees Shakes Up Its Beauty Brand

Burt's Bees

Known for its lip balm and other skin care products, Burt’s Bees has recently launched plant-based protein shakes to nourish users from the inside out, effectively bridging the brand into the food and beverage world.

The line consists of:

  • Daily Protein
  • Protein +Gut Health with Probiotics
  • Protein +Healthy Radiance with Antioxidant Vitamins A, C & E

"Protein +Healthy Radiance gives skin a healthy glow," said Jim Geikie, general manager for Burt's Bees, in an official release. The SKU provides 4.5 servings of fruits and vegetables, according to the brand.

Each powder formula provides 15 grams of protein per serving from five sources:

  1. Pea
  2. Rice
  3. Flaxseed
  4. Sunflower seed
  5. Oat

Each of these has digestibility properties and a complete essential amino acid profile. The non-GMO protein shakes feature vitamins extracted from fruits and vegetables like spinach, shiitake mushrooms and strawberries.

John Feeney, brand manager at Burt’s Bees discussed the thinking behind the brand's expansion to beauty and well-being from the inside out.

“Burt’s Bees for 30 years has always been focused on connecting people with the power and wisdom of nature and so inherently we kind of always had probably more emotionally, but also literally that, ‘beauty from within’ message,” explained Feeney. “It’s always something we believe in and so we are delighted to connect that with our products for people in a more purposeful way. We’ve heard from people consistently that they’re living more holistic lifestyles and increasingly connecting what they put in and on their bodies.”

Staying True to The Company Value

According to Feeney, loyal fans have shown excitement in this launch and even exceeded expectations by selling out the products, which validates the sustainable and holistic aspects.

“We feel we have a really flexible product for all of the various occasions with which people are interacting with the protein category so this is a great additive to a shake,” said Feeney. “It’s a great product that can be mixed with almond milk simply. You can double down on scoops if you’re looking for a little more vitamin or a little more protein, but it’s very low calorie and very low sugar at the same time.”

Everything is thought out and purposely chosen, said Feeney and consumers will not only be happy with the label on the front, but also the back as the brand strives to be holistic. 

“Plant-based protein is more sustainable than regular protein and we think that’s a great move,” said Feeney. “We’re a known and trusted brand so we feel really good about the fact that we’re a name in ‘natural’ that people know and trust.”

Feeney believes consumers looking to lean toward healthier lifestyles and who recognize the brand for skin care will take notice in the new protein shakes to improve wellness.

Maximizing Organic Content of the Products

Feeney stressed on the holistic aspect of the protein shakes as the word fits in everywhere.

“People as consumers are getting really savvy with claims and marketing,” explained Feeney.

With this in mind, the company created the line to be gluten-free, soy-free and dairy-free, and made without artificial sweeteners or flavors, he said.

“We’re always looking in anything we do to have the most natural and holistic formula, whether that’s a body cream or a lipstick or a plant-based protein powder,” added Feeney.

Marketing sustainability is significant because consumers want powerful and beneficial products.

“If you’re connecting people to the wisdom and power of nature overtime then you need to be good citizens respecting that nature,” explained Feeney.

Letting Consumers Lead the Brand

According to Feeney, the company is special because the fans lead the responses and help the company maximize in various products. They see what people want and go from there.

After seeing a food trend, Burt’s Bees expanded into this category with the plant-based protein shakes to satisfy the fans. 

RTD Products and Flavors

According to Feeney, the company will look into ready-to-drink (RTD) products with the same holistic approach as the current formula. RTD is convenient because users can be flexible and throw the product into their gym bag or lunch box, he added.

As for flavors, the company currently offers chocolate and vanilla, but is interested in looking into new and interesting flavors beyond these, said Feeney.

“I think often, people associate protein powders—or specifically plant-based protein powders—with a grittier or chalky taste and mouth-feel, but these products taste pretty fantastic,” he explained.

The powders can be mixed up with unsweetened almond milk or a host of other smoothie recipes, added Feeney.

“Right now we have a chocolate and a vanilla and all flavors are offered in both except for the Gut Health; the Gut Health is currently only offered in vanilla,” said Feeney. “People have really consolidated around them. Vanilla tends to be a little more popular as a powder and is often used as a base for smoothies and RTD chocolate is often a popular choice.”

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