Client: For Goodness Shakes

For Goodness Shakes

How we helped For Goodness Shakes stand out in the crowded market for protein drinks


Made by athletes for athletes, For Goodness Shakes has a range of ready-to-drink protein shakes. When the brand first launched it was a pioneer, but in the decade since there has been an explosion of competition and protein-rich drinks products riding the wave of health and fitness trends. Sports nutrition is no longer seen as being just for hardcore gym bunnies and fitness fanatics.

To benefit from the immense growth in the market, For Goodness Shakes needed to make sure it continued to stand out from the crowd – as simply being a protein drink is no longer enough. The brand wanted to understand how it was seen by today’s consumers, and how it could once again set itself apart.

What we did

We started by running creative groups with consumers recruited in friendship pairs. In each pair, one friend was already a user of protein drinks, and the other was not. We looked at how protein drinks fit into people’s lives, their perceptions of different brands, and their knowledge and feelings about the benefits of protein.

We discovered that the For Goodness Shakes brand was perceived to have drifted from its roots of being for “everyday athletes”. Consumers who were less engaged with sport and fitness were concerned that For Goodness Shakes might not be for them. They found the product’s packaging, and the sheer number of variations available, a little daunting and confusing. People weren’t sure which one to pick, and some felt put-off by the scientific jargon on the pack.


On the basis of our insight work, For Goodness Shakes has new packaging and supporting communications that sit within their new brand positioning. The new packaging is able to target a broader range of consumers, clarifying the differences between its products in a clear way. The bottle shape has been updated to make it stand out on shelf, logo more defined, flavour/colour combination succinct and the nutritional value immediately recognizable. All of these factors now make the brand much more accessible to everyday athletes in what is a crowded market space.

Drink Innovation

EPD Innovation

It’s been a pleasure working with Happen. Their solution to our brief was built on actionable insights and the research they provided gave us the knowledge we needed to design packaging that stands out from the crowd. No longer is our product confusing to fitness fanatics or daunting to those new to exercise. Consumers know exactly what they’re buying and why to buy it. Who knew innovation research could be so much fun?!

Alex Brooks

Managing Director

For Goodness Shakes

Industry FMCG

Happen's perspective

Thanks to our work, For Goodness Shakes now has a clear vision of where it fits into the crowded market for protein drinks, and what it can do to continue growing and strengthening its brand.

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