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Body Fortress owner lands a significant investment and sneaks out a look at its rebrand

Body Fortress Rebrand After Bain Capital

You may not have heard of the company 1440 Foods, but you undoubtedly will have come across one or more of its supplement brands as it is the owner of a few well-established, mainstream-level names. The 1440 Foods family includes legacy sports nutrition competitor MET-Rx, the always enjoyable and widely available convenient protein product maker Pure Protein, and lastly, the cost-effective Body Fortress.

1440 Foods, specifically, is in the news this week as the private equity group Bain Capital has made a significant investment in the company and its fleet of health and nutrition brands, MET-Rx, Pure Protein, and Body Fortress. The exact size of the investment has not been outlined, but again, it is described as significant and will undoubtedly elevate and amplify the efforts and plans the family of brands has in place.

Alongside the investment announcement from 1440 Foods and Bain Capital is another development from Body Fortress that fans of the brand will want to be aware of. An image has been shared with the news of the significant involvement from the private equity company, and you can see that picture above. Tucked behind the Pure Protein and MET-Rx offerings is a pair of Body Fortress products that clearly don’t look like Body Fortress.

It seems as though 1440 Foods has slipped out a first look at what we can only assume is an upcoming rebrand for Body Fortress and its selection of sports nutrition supplements. The two items seen in the graphic wearing the refreshed design are 100% Whey Premium Protein and the more premium Isolate. The look is a large step away from its current branding, which has been in place and on shelves for many years and should have no trouble getting some attention