Sports nutrition is a booming market with a projected and continued growth. Fans of The Vitamin Shoppe are likely familiar with BodyTech, one of the health and wellness retailer’s own best-selling sports nutrition brands. The brand is probably most recognized for their whey protein powders. Just in time for Easter, BodyTech and Peeps recently announced an egg-citing collab. Peeps-flavored whey protein isolate was launched to help fuel your spring workouts.
The new collab features two flavors: Peeps marshmallow and Peeps chocolate marshmallow. This brings the lineup of BodyTech whey protein powders to a total of fourteen flavors. Besides the usual chocolate, vanilla and peanut butter flavors you expect from protein powder makers, the company’s whey protein also comes in flavors like strawberry banana, oranges & cream and cookies & cream.
Surprisingly, the protein powder is not just for drinking. The company shared this recipe for Peep Protein Rice Krispy Treats that uses the protein powder in a unique way:
Peep Protein Rice Krispy Treats
6 cups Rice Krispy cereal – use the gluten-free Kelloggs Rice Krispy cereal if avoiding gluten
6 cups marshmallows- use Dandies brand of marshmallows if avoiding corn syrup
6 tbsp butter- use Earth Balance butter if avoiding dairy
1 tsp vanilla
½ cup Body Techs Peeps flavored protein powder
Step 1 Spray a glass baking dish with a healthy cooking spray.
Step 2 Melt butter and marshmallows. Add the butter and marshmallows to a large, non-stick pot, and melt over the heat while constantly stirring
Step 3 Once the marshmallows are melted, remove the pot from the heat and then add in the vanilla extract and protein powder. Mix everything while the marshmallows are warm. Blend into the cereal.
Step 4 Transfer the mixture to the prepared baking dish, and gently press the mixture out- let cool – and cut in bars
Check out this BodyTech and Peeps collab while you can!
BodyTech is not new to collaborations. Last fall, BodyTech partnered with Warner Bros. Consumer Products and launched flavors inspired by DC Universe characters. DC Wonder Woman Sherbet flavored whey protein powder is still available.
We asked BodyTech how the Peeps collaboration came about and what the overall goal of the partnership is. As previously noted, the sports nutrition sector is seeing exponential growth with many new customers entering the market. Dustin Elliott, Senior Brand Manager for BodyTech, told Guilty Eats that “new customers to the category have high expectations for flavor and flavor innovation since their palates are less adjusted to fitness products than a legacy customer. As a result of flavor’s importance in sports nutrition, brands have leveraged licensing deals with some of the most popular brands for anyone with a sweet tooth. These collaborations boost brand equity and recognition with the customer, confidence in the brand’s flavoring, excitement and store traffic, both online and digital. We chose our collaboration with Peeps® because it’s the most popular and recognizable candy during the Easter season. Not to mention they taste amazing and we knew our customers would love it.”
We heartily agree that Peeps are synonymous with Easter as noted by the over 700 million of them purchased each year. While they were once only available in spring for Easter, Peeps products can now be purchased year-round. No longer are the sweet treats exclusively made in yellow chick shapes as they can be now be found in a rainbow of colors and fun flavors like cotton candy, sour watermelon and kettle corn. During the holidays you can find them in various fun shapes like ghosts and pumpkins at Halloween, snowmen and Christmas trees at Christmas.
A Peeps protein powder collab sounds intriguing. I’m curious to see how well the signature sugar-sprinkled marshmallow flavor translates into a protein powder! It seems I’m not the only one, as the last time I checked The Vitamin Shoppe website, the marshmallow flavor was temporarily out of stock. According to Elliott, as soon as the Peeps marshmallow flavored protein powder launched, it became one of the company’s top selling flavors.
The BodyTech Peeps-flavored protein powders are a limited-time, seasonal product, available only through June or until supplies run out. They can be purchased in 1.5 lb. or 3 lb. canisters and retail for $39.99 and $64.99 respectively. Check for availability in store at your local The Vitamin Shoppe or on the company’s website.
Are you excited for this BodyTech and Peeps collab? What is your favorite BodyTech flavored whey protein powder?