Sports nutrition brand Maximuscle, part of GSK, has been renamed Maxinutrition as part of a long term strategy to broaden the relevance and appeal of protein.
The traditional Maximuscle products will be rebranded and divided into four ranges: Recover and Rebuild; Mass and Size; Strength and Power; and Lean Definition.
The rebrand is supported by a consumer campaign, feedyourmuscles, which uses real people to demonstrate the difference protein makes to them when they exercise.
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