Musclepharm doesn't need to grow much this year, it grew plenty last year.
If it does, it must be balanced growth between mass and specialty retailing for powders and for protein bars.
Protein bars have not entered mass retail yet and when they do....they could probably add some $20-40 million in additional sales over 12 months (considering the success of Quest and Clif bar).....
Most likely, Musclepharm will look at how much exposure it gets from the Cavaliers sponsorship and then let that determine when to launch the Combat Crunch at mass retail.
Launching a snack bar during the Summer is probably not seen that often....but if the Cavs exposure is good, then Musclepharm has to pull the trigger. As mentioned by Jeff, the exposure at UFC will go away when Reebok's Uniform policy becomes effective in July....so, that will be something that Musclepharm will have to consider.
Down the road, Musclepharm should work on adding protein drinks, amino acid drinks, energy drinks and amino acid powders to mass retail assortment....and selectively add protein powders as well, without offending existing specialty retailers.
Musclepharm should seek to always make a big deal out of next generations products at specialty retailers, Apple style...like: "we added this, we changed that....and this has never been done before"
Jim Stoppani has done all of that, made something not done before, using different blends....
The new Bodybuilding.com brand Grit is trying to do the same: making the audience believe it is getting something special.
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