Description
Protein bars are no longer competing only with each other. They’re increasingly borrowing cues from candy, snacks, and indulgent treats, and this package shows exactly how intentional that shift can be.
This execution leans heavily into visual familiarity. The structure changes. The graphics soften. The cues feel closer to a confection than a supplement. In the world of protein packaging design, that’s a calculated move. It reduces the intimidation factor and reframes the product as enjoyable rather than functional or restrictive.
What’s interesting is how closely this approach mirrors what’s happening in adjacent categories, such as vitamin packaging design, where brands are moving away from clinical signals toward formats that feel approachable and even playful. That crossover matters, especially as younger consumers enter the category with very different expectations.
There’s also a clear nod to Gen Alpha packaging trends here. Bright colors, recognizable shapes, and candy-adjacent cues are becoming shorthand for “easy,” “tasty,” and “not serious.” Whether this is a one-off experiment or the start of a broader system shift remains to be seen, but the intent is clear.
The real test will be balance. When health products start to look like treats, clarity and trust have to work even harder to keep up.
Video Transcript 
Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.
Her portfolio includes:
Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.
Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.
Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.
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