Build the brand on one line of products and go big with mass market products. It makes sense. Much more sense than trying to enter the energy/protein bar category without any brand name behind them. People are buying it because of the brand name "Musclepharm". Good or bad press people know their name. That is very valuable - much more than the current market cap of peanuts (60m)
MSLP likely shopped many manufacturers for the combat crunch bar and they ended up choosing that formula to launch their product . It makes sense. There were probably other companies that passed on it. If it were a startup it would fail. The reason combat crunch is doing so well is because of the brand name , Musclepharm.
MSLP to date I believe has lost around 100m .
What would be more effective, what they have done building the brand over the last 6 years or spent the 100m on super bowl ads ?
you cannot cheaply build a brand and get your name out there anymore. They haven't done it in a way I wish they had - but they have the brand name.
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