GNC Launches Functional Private Brand Beverages

Pittsburgh, Pennsylvania-based vitamin and supplement retailer GNC and Private Brand manufacturer Shadow Beverages partnered with McLean Design to develop a new line of high-potency functional Private Brand beverages, with the goal of extending the reach of the GNC brand beyond its own walls to mainstream stores. The line includes sports drinks, nutritional waters and protein beverages.

McLean Design’s positioning, design system and proprietary bottle shape delivers game a unique and ownable brand experience. The GNC beverages take direct aim at the major players in each category, highlighting what’s consistently missing…real nutrition.

The launch in the Southwest achieved a staggering 70% distribution in just eight weeks, exponentially faster than a leading competitor’s launch in the same market. The line is rapidly gaining acceptance in new channels, establishing credibility with savvy consumers, and stealing market share with both hands.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.