The "Vital Proteins Effect" | Disrupting the Massive Protein Category

Vital Proteins was not the first supplement brand to sell collagen protein, but it rightfully should be credited as the category creator. That being said, Vital Proteins was certainly at the vanguard of the collagen movement when it introduced powdered collagen peptides...and it has since launched hundreds of other products that utilize collagen protein. This excerpt was taken from my conversation with Tracey Warner Halama, previous CEO of Vital Proteins, from May 2022...where we talked about the brand's big dream to create a new category and to disrupt the protein category. And how making that dream become a massively successful reality (eventually selling to Nestle Health Science) created a rush of competitors that I've dubbed the “Vital Proteins Effect.”

#vitalproteins #collagen #protein

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About Joshua Schall of J. Schall Consulting:
Joshua is consumer packaged goods (CPG) Strategist and Entrepreneur that focuses on the product categories of value-added (or functional) food, beverage, beauty, and nutritional supplements. He was an early advocate for digital grocery optimization and is an expert at the entrepreneurial ideation to consumerization cycle. Recently, he has shifted that decade of knowledge into early-stage investments, board membership, and public speaking engagements. His YouTube channel is a walk through his daily life and a peek into his business musings. Enjoy a look into his life through the lens!

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Видео The "Vital Proteins Effect" | Disrupting the Massive Protein Category канала Joshua Schall