nutritional supplements

After Reformulating Products, Garden Of Life Pokes Fun At Protein Powder Taste


Vitamins and supplements marketer Garden of Life is poking fun at traditional protein powders by comparing their taste to things like drywall and couch-cushion crumbs.

The Nestlé brand justreformulated two existing, plant-based protein powders—Raw Organic Meal and Raw Organic Protein—to improve their taste profile while launching two flavors of new Organic Creamy Protein powder containing oat milk.

In this spot from the Humanaut agency for the reformulated products, a woman likens typical plant-based protein powders to “peanut butter baking soda, no-good drywall or cookies-and-cream couch-cushion crumbs.”

Likewise, an ad for Organic Creamy Protein powder declares that plant-based protein “usually tastes like chocolate cardboard, vanilla sidewalk chalk or berry beach floormat sand.”



Prior to the reformulation, Garden of Life’s two protein powders were known for being “highly nutritionally dense” but not necessarily for their flavor, according to Humanaut founder and chief creative director David Littlejohn.

“Where we have fun in the videos is playing up the idea that everybody kind of knows plant-based proteins or a lot of protein shakes don’t taste good. No one is actually choosing one because it tastes great,” Littlejohn tells Marketing Daily.

Why add oat milk to protein powder?

“Oat milk in general as an ingredient has a great texture to it, and people are drinking it more as a plant-based alternative—so there’s some familiarity that comes with it, and a positive taste perception.”

Littlejohn describes the target audience for the new ads as “not hard-core athletes” but people who are health-minded and looking to get more protein into their diet.

Nestlé acquired Garden of Life parent Atrium Innovations for $2.3 billion in 2017.


In addition to social media, the spots are running on streaming platforms and will also appear in print publications.


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