Ready-to-drink (RTD) protein brand Ufit has unveiled a rebrand of its core shake range.

The refreshed bottles aim to spotlight the brand’s accessible positioning and premium taste credentials.

The design update will appear in multiples this month before rolling out across wholesale and convenience listings later this year.

It comes as Ufit has seen its share of the RTD protein market hit 31% in the past 12 months, rising to 34.3% in the latest 13 weeks.

Ufit launches PMP formats to attract convenience shoppers 

Additionally, its core range retains the highest product loyalty among all RTD protein brands and own-label.

Supplier Lacka Foods is supporting the rebrand with a £150,000 investment into an advertising campaign.

Angie Turner, head of marketing at Lacka Foods, said: “We listened to what our consumers wanted – less clutter, more clarity – and this refresh does just that. The new look is clean, vibrant and reflects our quality and taste credentials while staying true to our accessible positioning.

“What sets Ufit apart is our inclusive approach. Unlike many competitors who focus heavily on sports nutrition and target ‘young men who gym’, we position ourselves as a brand for everyone.”

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