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Tuesday, October 20, 2015 5:37:02 PM
The interesting things about these products is that, until recently, BCAA's were fairly niche products used only by the most sophisticated sports nutrition users (body builders, elite athletes, etc.). They've gained more notoriety among gym rats, but it's hard to imagine a lot of people becoming consistent users of these products. If you were drinking Amino 1 every time you worked out, why would you opt for a $3 bottle, instead of a $0.75 scoop from a tub? Could they sell a couple hundred thousand dollars a year to curious Vitamin Shoppe/GNC customers and chronic users who buy the odd 12-pack for when they don't have time to mix it from the concentrate? Probably. But I don't see this becoming a mainstream thing, and it's certainly not going to be challenging Gatorade/Powerade for shelf space in a 7-11. Bigger, better companies (ON and Muscle Milk) have launched amino RTD's before, and you still don't see them outside supplement retailers.
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