Square packaging choice for sports nutrition products

Published: 9-May-2017

Sports nutrition company, Performix, partners with rigid packaging designers TricorBraun on packaging structure for new product line

A collaborative partnership between two US companies, Performix and TricorBraun Design and Engineering, has begun for the launch of the Performix Iridium line, with an aim to achieve easy container access.

The product inside

Sports nutrition is a $7bn category with a projected growth of 8.4% CAGR by 2021, the highest growth rate among vitamins, dietary supplements and sports nutrition nutraceutical categories.

Brent Moore, Vice President of Operations at Performix, said: “The intent of the Performix Iridium product line is for consumers who want to build cognitive priming, perpetual strength and expedited muscle recover.”

Put another way, “The line was built to sharpen your edge and catalyse physical intelligence,” said Matt Hesse, founder and CEO at Performix.

Package branding

In terms of packaging, Performix are moving forward with a square tub as opposed to the standard industry round.

“Our goal to simplify the complexities of package development,” said Doug Peterson, TricorBraun packaging consultant. “Manufacturability is steadfast so that our customers can remain focused on what’s in the package.”

“Whenever you move away from traditional packaging and bottle design with established industry specifications, it is critical that you redefine form, fit and function for your custom solution,” said Jon-Paul Genest, Vice President of Commercial Engineering at TricorBraun.


“The Performix Iridium line, in part due to the packaging, has risen by 27% of brand sales in one year,” said Moore. “Together, we’ve developed an effective system for managing logistics/shipments to co-manufacturers.”

“TricorBraun gave us the technical direction we needed to control our cost of goods while satisfying our design requirements.”

Consumers will find the products at GNC, an American commercial sellers of health and nutrition related products, including: vitamins, supplements, minerals, herbs, sports nutrition, diet and energy products.

Products were launched in 2016 at GNC stores and are also available online at GNC and bodybuilding.com.


  • Performix Iridium Native Iso Wheyi + in Fruity Charms, Chocolate Cake and Vanilla Ice Cream flavours;
  • Performix Iridium Ioni Multi-Phase Pre-Workout in Blue Ice, Cherry Limeade; or Ice Punch flavours;
  • Performix Iridium SSTi Multi-Phase Thermogenic in Blue Razz Ice or Watermelon flavours;
  • Performix Iridium Isoi Multi-Phase in Cherry Limeade, Sour Apple or Blue Razz Ice flavours;
  • Performix Timed Cognitive Priming Sour Gummy Bear.

You may also like