Total MSLP sales continue to decline for two years now despite introduction of many new products, several that were massively hyped and have been received by the market with a resounding thud, including the following:
Combat Crunch Protein Bars(launched September 2014)
CocoProtein Water (launched October 2014)
Energy Sport & ES Zero (launched April 2015)
Amino1 RTD (launched October 2015)
MusclePharm Hardcore & Black Series (launched March 2015)
I could go on and on
The only growth was Arnold Series which was launched September 2013 and drove $50m of sales annually and is now been terminated by Arnold for non-payment of fees.
actual MSLP sales 2014 $177m (mgmt projected $185-$205)
actual MSLP sales 2015 $166m (mgmt projected $195-$215m)
actual MSLP sales 2016 $42m to date, but with termination of Arnold line and BioZone sale in late Q2, will likely decline below $130m for 2016 if MSLP can remain a going concern.
MSLP sales to Bodybuilding.com have declined -44%
MSLP sales to GNC have now declined in Q1 2016 to below 10% of the total company sales for the first time in over a year and since the dedicated wall merchandising agreement.
For context, the Arnold Series generated > 3 X sales of Combat Crunch Protein bars annually. Arnold $50m in sales. Combat Crunch $15m in sales.
The new extremely hyped product launches in several new categories over the past 2 years have not driven a single dime of revenue increases and have in fact the company revenue is declining precipitously.
For instance, does anyone here believe Gatorade even knows who Energy Sport and ES Zero are?
I go to the grocery store and in the Health Food aisle, I see 40' length x 6' high of branded protein bars and not one is MusclePharm Combat Crunch Protein Bars because the shelf space in the aisle I refer is at a slotting fee of $200K per zone.
