Sports nutrition is no longer niche — but misconceptions linger. Sanham Chopra of Glanbia Performance Nutrition reveals how campaigns to “bust the myths” around protein supplements are paired with nuanced channel strategies, from D2C to retail partnerships. With Alison Bennett’s Waitrose perspective, they discuss packaging as both a sustainability lever and a storytelling tool, navigating regulatory differences across Europe, and the promise and pitfalls of social and affiliate marketing. The pair also look ahead to how AI will change product discovery and how brands must harness their surging data streams with sharper intent.

Quotes:

• “Beyond the product, you have to speak to the lifestyle.”
• “Social media can be a sales channel — but are you building loyalty or just riding the trend?”
• “Know the question you’re trying to answer before you drown in data.”