For a company that’s been around for over 40 years and is now operating in 95 markets, our mission has never changed: to improve people’s lives through good nutrition. We do this by providing great-tasting, science-backed, nutritious products that can be tailored to each individual’s needs.
Personalization is key when it comes to nutrition: we believe that people should be offered a variety of healthy options and be able to choose products that best fit their flavor preferences, convenience needs, and nutritional requirements.
That is the philosophy behind our global product strategy which takes into consideration four aspects:
- Expanding product offerings for use any time of day
- Diversifying our flavors
- Broadening our scope of dietary supplements
- Launching into new categories
The Role of Research and Development in Our Product Strategy
As head of our worldwide Research and Development (R&D) department, I have a challenging and exciting job: my team and I work to ensure the continuity and growth of the business through scientific research as well as the development and refinement of our high-quality products.
We have R&D centers in each of our major regions: North America, South America, Europe, China, Asia Pacific, and India. Together, we collaborate with our global colleagues and our team of scientists to understand and manage priorities for new products.
There exists a universe of things we want to do and another universe of what can actually be done. Our job is to find the overlap between both universes, focus on those things, and go where the science allows us to go. The result is our existing product portfolio of 20+ product categories and 2000+ distinct selling products globally, which we continue to refine, broaden, and bolster.
Developing Culturally-Inclusive Products
We recognize diversity as a strength. Not just when it comes to our independent distributor and employee base, but because we have the responsibility of providing nutritious products to consumers of all backgrounds, cultures and walks of life.
Consumer preferences vary by age, region, and culture. For example, 78% of U.S. consumers say eating healthy is vital for their emotional well-being, while in China, 44% of adults aged 18-59 believe having a good gut reduces anxiety.
In our recently launched Global Responsibility Report, we shared why our products contribute to a healthy society and our commitment to product stewardship. We do this is by expanding our product offerings and diversifying our flavors to the needs and preferences of our truly global consumer base, and making investments in technology that keeps our products safe and our supply chain on track.
We plan to invest in new development centers to create products specifically inspired by local cultures, one of which has already launched in China, and we plan to open similar development centers in the Asia Pacific region, Brazil, Europe and Africa. Collaboration with our global team members, our Nutrition Advisory Board members’ scientific insights and our in-house scientific team is imperative to develop new products that meet the evolving needs of global consumers to continue building their trust in our products and our brand.
A culturally inclusive environment requires mutual respect, effective relationships, clear communication, explicit understandings about expectations, which is why it’s important to work and listen closely with teams in different countries to help leverage consumer trends to develop products that will resonate with your different target audiences.
Good Nutrition Any Time of Day
Our biggest market share is in the weight management category. It’s a $17.6 billion market of which we own 19.2 percent. Our flagship product Formula 1 – a delicious and nutritious meal replacement shake – has been key to this success. And since it is a convenient shake, it has been naturally embraced as a breakfast meal replacement.
But breakfast is just one meal and we’re more than a weight loss company. Our distributors and their customers want more healthy options throughout the day, including lunch, dinner, and everything in between. Furthermore, expanding our product offerings also helps to deal with what is called “shake fatigue,” which has to do, to some extent, with a psychological construct about not having food to chew. Mastication promotes satiety by influencing appetite, intake, and hormone release, so having additional solid, healthy food options helps our customers feel more satisfied.
While we have the distinction of being “The World’s #1 Health Shake*” and the #1 brand in the world in meal replacements and protein supplements combined**, we set out to expand our product portfolio. The following are just some of the products currently available in select markets. We work closely with our regional partners to ensure that every product caters to each region’s cultural, dietary, and taste preferences:
Healthier Caffeine Options
The benefits of drinking tea go beyond the art of preparation and taking in the aroma. Drinking and serving tea are daily practices for individuals worldwide, so we set out to make it convenient and nutritious with our Herbal Tea Concentrate in a variety of popular flavors like lemon and cinnamon. Our teas contain caffeine – approximately 85mg per each ½ teaspoon serving – to help jump-start your metabolism and provide a boost to help you feel revitalized.
Energy and protein are top of mind for many consumers, and we deliver both with our High Protein Iced Coffee, a refreshing and more nutritious alternative to the typical high-sugar, high-calorie, and high-fat beverages offered in coffee shops, without compromising on taste. Launched in North America in 2019, customers can enjoy this as a mid-morning snack, afternoon pick-me-up, or late-night fuel when they need extra energy.
High-Protein Baking Mix
Similarly, we didn’t want to lose sight of where we are already successful – breakfast – but to keep things interesting, we added variety. We noticed that distributors and customers were already making baked goods using Formula 1, eggs, and flour, so we decided to make it more convenient for them by developing our Protein Baked Goods Mix. Combined with F1, water, and other ingredients, Protein Baked Goods Mix makes high-protein, nutritious baked goods such as muffins, waffles, and pancakes.
Soups
People want something savory for lunch, so we developed several soup options: Chicken and Vegetables, Creamy Chicken, Gourmet Tomato, and Mushroom and Herbs. They are all rich, smooth, and contain high-quality protein, key vitamins and minerals, and fiber.
Snacks
Healthy snacking is an important part of anyone’s diet, and protein-rich snacks can help promote satiety. Some people will be well served by having one of our popular 10g protein bars as a snack, while others will want more or less protein. This is why we offer additional options to serve a range of protein needs, including:
- Protein Bites contain 4g of high-quality protein and only 65 calories per piece. They have no artificial sweeteners.
- Herbalife24 Achieve Bars are 20g protein bars are made for supporting athletic activity: they’re great for a pre-workout boost or post-exercise recovery aid. They contain whey and milk protein to promote lean muscle growth and only 4g of sugar.
In addition, we also offer savory snacks such as our Roasted Soy Nuts, which come in a convenient, portion-controlled size for on-the-go use, have 9g of protein, and are only 100 calories per packet.
We’re exploring opportunities to expand our snack products by offering savory, healthy options packed with protein and nutrients. Our customers’ evolving lifestyles call for convenient alternatives that allow them to snack throughout the day while staying on track with their nutrition plan. Providing customers with healthier snack options will help them achieve their goals.
Dinner Shake
This was an amazing idea submitted by a distributor in Russia, where winter temperatures can get as low as -80 ÂşF (-62 ÂşC). We developed an evening shake for people to have a healthy meal choice while drinking a comforting, hot beverage. We used specific ingredients to make the product suitable for the evening, in terms of not being stimulating but rather relaxing. It’s a terrific product.
Diversifying Flavor and Protein Options
Essential to our success is the emphasis we put on listening to our distributors and their customers to better understand each market’s unique preferences and needs. In the past, we used to obtain flavor briefs from the regions, worked closely with US-based companies that specialized in developing tailored flavor profiles, finalized the sample in our labs, and then sent the prototype flavor back across the ocean for the region’s feedback.
But we wanted to ensure the taste, texture, and quality met our high standards, and that required having someone local to be in charge of the entire development process who knows what a certain flavor is supposed to taste like and would adhere to our quality standards. We invested in establishing global R&D capabilities, and we now have 6 sensory labs around the world which enable us to develop regional flavors more efficiently.
Formula 1 launched in 1980 with one flavor: Vanilla. Today, we have more than 30 different flavors to choose from, with region-specific flavors such as Kulfi in India, Matcha and Red Bean in China, Cantaloupe in Russia, Chocolate Hazelnut in South and Central America, and Arroz con Leche in Mexico.
Also, we offer seasonal flavors in North America, such as Pumpkin Spice, Pralines and Cream, and Caramel Apple – all of which resonate with customers and have that comfort food aspect to them.
We provide alternative sources of plant-based proteins for customers with specific dietary needs and preferences. Our Select line is made with pea, quinoa, and rice – and non-GM ingredients. Our Select products are not formulated with soy or dairy; plus, they’re gluten-free, vegetarian, and Kosher certified.
Globally, the types of protein we source for our products include:
- 79 percent soy protein
- 18 percent dairy (whey and milk protein)
- 3 percent are of non-soy plant proteins (including pea, rice, flaxseed)
Herbalife24, our performance-focused sports nutrition line, offers products with dairy and whey-based protein, such as our Enhanced Protein Powder, Rebuild Strength, and Formula 1 Sport. Dairy and whey promote a rapid and sustained protein-building state, which supports lean muscle mass.*** Active individuals can customize these products to meet their nutritional needs before, during, and after their workout – training, performing and recovering more effectively.
Our first 100 percent vegan protein shake was launched in 2019. Tri-Blend Select is a complete protein shake blend made up of naturally-sourced, organic, and whole ingredients. It contains a unique combination of pea, quinoa, and flaxseed as part of a premium protein blend that provides all the essential amino acids found in a complete protein.
Having a global team of scientists who are culturally familiar with the products to develop them has made regional flavors an incredibly successful strategy.
We are now working on regional flavors for our two other flagship products: aloe and tea.
Broadening Our Solutions for Unique Nutritional Needs
Nutrition is complex and personal: every customer has a unique set of nutritional needs that may evolve over time. For this reason, we developed a vast portfolio of dietary supplements, encompassing solutions for heart health, digestive health, immunity, and more. Customers around the world use these targeted nutrition products to supplement their diets every day.
For example, we have several options in our portfolio for digestive health. As I mentioned, aloe is one of our flagship products and the pinnacle of our digestive health offer. Aloe supports nutrient absorption: as foods pass through the digestive system, nutrients and water are absorbed in the intestines so the body can utilize them. Adding a light, refreshing flavor to aloe can encourage customers to take in more fluids, supporting not only their digestion but their hydration too. That is why we’ve invested in different presentations and flavors – such as mandarin, mango, cranberry, and grape – of our aloe products, so customers can easily tailor them to suit their personal nutrition needs.
We continuously invest in research, conduct testing, and seek innovative ways to maximize aloe’s benefits for our customers. Our recently granted aloe patent is the latest achievement, the fruit of the work of our interdisciplinary scientific team. The patent recognizes a unique composition of purified aloe vera leaf juice has potential benefits on microorganisms in the gut and favorable immune response. This preliminary research gives us clues on where we can look for future research.
Similar to our food products, we are constantly innovating and discovering ways to improve the nutrition, health, and wellness of customers, catering to the individual needs of men, women, young, and old through our supplement offerings. From our Simply Probiotic for gut health to Niteworks for supporting a healthy heart*** to our recently launched MemoryArmor, our first brain health supplement***, we seek to have a supplement solution to meet the unique needs of our consumers.
Expanding into New Categories
One aspect that differentiates us from other companies in the marketplace is that we are a total nutrition company:
- Inner nutrition includes meal replacement shakes, tea, aloe, sports nutrition products, and other supplements.
- Outer nutrition includes skin, hair, and body care products.
The most recent addition to our outer nutrition category is Enrichual, a topical hemp product line designed to inspire people to take the time to practice self-care and nurture their body and mind. This also meant our incursion in the CBD market, which is expected to be worth $20 billion by 2024.
As ambitious as expanding into new categories may seem, our scientific approach allows us to tackle it with a standardized process we use for any and every new product, which begins by investigating what is the effect of a product, ingredient, or dosage on humans, whether it’s a meal replacement shake, a serum, or a sports drink. It’s achieving an understanding of the same process: absorption, deposition, metabolism, excretion, along with the understanding of nutrition pharmacogenetics and toxicology.
In the past couple of years, we’ve also successfully launched facial masks in several Asian countries so we do see an opportunity to do more in the outer nutrition and cosmetic products area.
What Does the Future Looks Like
Our personalized approach to nutrition and variety of product options help our independent distributors successfully coach their customers to make healthier choices that meet their individual goals. We’re also increasingly serving younger generations – millennials and Gen Z – so we’re exploring new product categories that meet their unique interests and needs.
I’m proud to be part of a company that is constantly innovating and thinking about the future, evolving our product line over the past 40 years that ultimately helps our distributors support their customers. Our commitment to making the best quality nutrition products will continue to be the foundation for exploring new opportunities to meet consumer demand.
*Source: Euromonitor International Limited; Per Consumer Health 2022ed, Health Shake as per sports protein powder, sports protein RTDs, meal replacement, supplement nutrition drinks and protein supplements, combined % RSP share GBO, 2021 data.
**Source: Euromonitor International Limited; Per Consumer Health 2022ed, Meal replacement and protein supplements definitions; combined % RSP share GBO, 2021 data.
***These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
Michael YatcillaPh.D. – Sr. Vice President, Worldwide Research & Development and Global Regulatory Affairs
Dr. Michael Yatcilla is the senior vice president of Worldwide Research and Development and Global Regulatory Affairs at Herbalife Nutrition. He is a global nutraceutical professional who provides expert insight into product science, formulation, development and manufacturing. He has also held roles as vice president of Innovation and Ingredients, Innovation, Clinical Research and Targeted Nutrition and R&D Supplements. Dr. Yatcilla earned a Ph.D. and a master’s degree in chemical engineering from Stanford University. He also has a bachelor’s degree in chemical engineering from the University of Delaware. He lives a healthy, active life by spending time outdoors and using Herbalife Nutrition Formula 1 Healthy Meal Nutritional Shake Mix.