MuscleFood to rebrand range

The Nottingham-based firm has unveiled a new logo, wordmark and tagline, along with a full packaging rollout, with the aim of making the company more accessible to new customers, while retaining its current customer base, which has placed over three million orders since 2015.   

As part of the new look, the company has simplified its branding to ‘MuscleFood’ and introduced a new symbol, which will be at the front and centre of the company’s image, with a view to making it easier for customers to recognise the brand. 

The new look will be rolled out gradually over the coming months on new and existing products, with the retailer’s redesigned website set to go live in late December.

The new strapline ‘Healthy living for all’ represents Musclefood’s vision to make a healthy way of life accessible to everyone.

According to research by the company, MuscleFood is currently perceived as a masculine brand, despite the fact 51% of its customers are female, and it is a perception they are seeking to move away from.

Darren Beale, founder of MuscleFood, said: “We no longer want to just appeal to body builders and gym types. Old and young, male and female, families and singles – if you have a fitness or health goal, we want to help you achieve it and be accessible to everyone.”​

As part of a £2.5m marketing push, the rebrand is being endorsed by GB athletes, including Olympic medallist diver Jack Laugher, GB diver Tonia Couch, swimmers Ben Proud and Chloe Tutton, gymnast Dominick Cunningham, judo’s Nekoda Davis and England cricketer Liam Plunkett.

MuscleFood has also put together a new advisory board – the H.E.L.P Team – made up of clinical nutritionists, dieticians and medical professionals, who will work with the company to launch new products, develop new healthy living programs and offer customers health, fitness and nutritional advice. 

Earlier this year, MuscleFood launched a snacking range for Poundland​​ and extended its meal kit offering​​.