Medifast, the health and wellness company known for its habit-based and Coach-guided lifestyle solution OPTAVIA®, today unveiled a new product line, OPTAVIA ACTIVE. The line includes premium exercise supplements and protein powders, OPTAVIA ACTIVE Essential Amino Acid (EAAs) Blend and OPTAVIA ACTIVE Whey Protein, with other products expected to be rolled out next year. Both are designed to help new and existing Customers of all fitness levels optimize their motion habits. OPTAVIA ACTIVE marks an inflection point for the company, as it targets new Customer segments and triples its total addressable market by entering the sports nutrition category – a $30B market.
Formulated to work with or without OPTAVIA nutrition plans and guided by Coach support, OPTAVIA ACTIVE is backed by science, made with no colors, flavors or sweeteners from artificial sources and is Informed Sport certified – a global standard in sports nutrition quality control that ensures its certified products contain no banned substances.
- OPTAVIA ACTIVE EAAs contain a clinically studied blend of eight essential amino acids, including an impressive 3.5 grams of leucine per serving, specifically designed to help activate muscle protein synthesis – the natural process where protein is produced to repair or build new muscle.
- OPTAVIA ACTIVE Whey Protein contains 24 grams of high-quality, complete protein per serving, and when paired with a healthy diet and exercise plan, can help build muscle and strength.
As part of this new healthy motion program, the company has partnered with Aaptiv, a leading fitness app, to provide on-demand, guided workouts for its Community.
“With the introduction of OPTAVIA ACTIVE, we now offer another tool to help more people make lifestyle changes and embrace healthy habits in all areas of their lives,” said Dan Chard, Chairman and CEO of Medifast. “This line builds on our existing healthy weight management and eating program and provides each Customer with a simple, Coach-guided way for them to practice the habit of healthy motion. We are making great progress against our mission as we continue to make OPTAVIA increasingly central to the health journeys of many more people.”
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