The Post-Pilates Epiphany: A Propud Matcha N’ Pulse Protein Bar

msmikhailaturner
Sep 25
3 min read

THE EPIPHANY

There’s a feeling you get after a solid reformer Pilates session. Your muscles are humming, your mind is clear, and your body is craving two things: replenishment and reward. That exact thought hit me: "I could really do with a creamy, ceremonial-grade matcha right now." But as I reached into my bag, my craving took a different, yet equally satisfying, turn. A Propud Chocolate N’ Biscuit protein bar. In that moment, biting into that delicious, fuel-packed bar, the epiphany struck. What if I didn’t have to choose?

The clean, no-sugar-added protein from Propud was exactly what my muscles needed to start recovering. But the zen-like, focused-energy craving for matcha was still there. That’s when I thought: Wow, wouldn't it be amazing if Propud had a matcha-flavoured protein bar?

So, Propud, here’s my pitch from the reformer to your R&D team: Let’s create the post-pilates ritual we’ve all been waiting for. My next reward is ready for a touch of zen.

THE STRATEGY

To accelerate Propud's growth and capitalize on a key market trend, I propose a strategic product line extension into the popular matcha category. This expansion will introduce two new SKUs: a "Matcha Pulse" protein bar and a Matcha Latte shake.

The "Matcha N’ Pulse" bar is strategically named to resonate directly with the core audience of mindful movement enthusiasts—specifically Pilates, Lagree, and Barre practitioners. Matcha is the ideal ingredient for this demographic; it's not only celebrated for its sustained energy and antioxidant properties but has also become a dominant wellness trend among health-conscious consumers.

To execute this, here are 3 Phases:

1. Market Research & Concept Development: Begin by testing flavour profiles that complement matcha's distinctive taste, such as white chocolate, berry, or cheesecake, ensuring alignment with Propud's existing premium quality.

2. Product Validation: Scale the new line by introducing the "Matcha Pulse" bar as a limited-edition flavor online and with key health and fitness influencers, and by forging collaborations with boutique fitness studios. This creates buzz, manages risk, and provides real-world sales data.

3. Brand Integration: The goal is to make "Matcha N’Pulse" the second-nature choice—the new, must-have protein bar in every gym bag and the refreshing post-session shake. This move will attract new customers while deepening loyalty among our existing base.

THE BENEFITS

Creation of New Revenue Streams: The new SKUs (Stock Keeping Units) immediately create two additional products to sell, boosting overall sales volume and profitability if successfully adopted.
Leverage and Strengthen Brand Loyalty: Introducing new, trendy flavours makes existing customers feel heard and valued. It also signals that Propud is an innovative, dynamic brand that evolves with consumer trends. This reinforces loyalty by aligning the brand with a modern, health-conscious lifestyle.
Attraction of Diverse Customer Segments: As identified, the "Matcha Pulse" bar specifically targets Pilates, yoga, and Barre enthusiasts—a segment that highly values functional, clean ingredients and may be underserved by traditional, overly sweet protein bars. The matcha trend has also been attracting a younger, urban demographic active on social media. This can pull in new customers who might not have considered Propud before but are drawn in by the trendy flavour.

THE RISKS

Brand Dilution: Propud has built its reputation on a specific product identity. If the matcha flavors are not perfectly executed or feel disconnected from the brand's core values (e.g., if the taste is artificial or the quality is poor), it could damage the perception of the entire brand.
Intense Competition: PHD Smart / Grenade etc. (Protein Bar Competitors): These established brands have vast marketing budgets and strong shelf presence. A direct flavour-to-flavour comparison could be challenging if Propud's offering isn't sufficiently differentiated. On the other hand, Oatly has recently launched a ready-to-drink matcha latte which consumers are still testing to see if they like, but Oatly already has a strong brand presence in the plant-based drinks market.
Cost and Resource Constraints: High-quality, ceremonial-grade matcha is expensive. Product development (balancing the strong flavor) requires time and investment. Adding SKUs complicates manufacturing, increases raw material needs, and poses inventory risks. If the products don't sell, Propud is left with wasted resources.

Pilates for control, Propud’s Protein Bar for Power

THE CORE BENEFIT

By seizing the matcha opportunity, we will own the intersection of functional nutrition and mental focus, creating a new category that makes Propud the undisputed fuel of choice for the next generation of health-conscious consumers. This moves us beyond mere physical recovery into the premium space of total mind-and-body optimization.