GNC Debuts Color-Shifting Pre-Workout as Brand Marks 90th Anniversary

GNC is betting that workout supplements need more than just performance benefits to capture attention in today's crowded market. The Pittsburgh-based retailer just launched its first-ever color and flavor-changing pre-workout, adding a sensory twist to its bestselling Beyond Raw LIT formula.

The new product starts as lemonade-flavored with a matching yellow color when first mixed. A second shake activates color-shifting beads that transform the drink into green apple flavor with a vibrant green hue. The dual-phase experience targets fitness enthusiasts who want both high-quality ingredients and an engaging user experience.

GNC positioned the launch as part of its 90th anniversary celebration, highlighting the company's innovation heritage in the health and wellness space. The timing suggests the supplement giant is looking to differentiate itself as the pre-workout category becomes increasingly saturated with similar caffeine-heavy formulations.

"At GNC, innovation is the powerhouse of our brand, and our groundbreaking new flavor and color changing Beyond Raw LIT underscores our commitment to using science and technology to keep making our best products even better," said Rachel Jones, executive vice president and chief merchandising and science officer at GNC.

Beyond the novelty factor, the formula delivers standard pre-workout ingredients including 250mg of caffeine from both extended and standard-release sources, 3g of citrulline and nitrosigine for muscle pumps, 3.2g of beta-alanine for endurance, and 1.5g of creatine. The ingredient profile mirrors what consumers expect from premium pre-workout products, with the color-changing technology serving as the primary differentiator.

The limited-edition product carries a $39.99 price point and will be available exclusively through GNC stores and online channels. The exclusivity strategy could help drive traffic to GNC's direct-to-consumer platform while creating urgency around the launch.

The move reflects broader trends in the supplement industry where brands are exploring sensory experiences and Instagram-worthy moments to stand out. As traditional performance benefits become table stakes, companies are turning to visual appeal and unique consumption experiences to capture market share and social media attention.