The sports nutrition landscape has witnessed a significant shift as Applied Nutrition‘s American arm (AN USA) has launched its highly anticipated AN Performance line. Building on their commitment to transparency, innovation, and community building, AN USA is setting the stage for a new era in performance supplementation.
Now at The Vitamin Shoppe: The AN Performance by Applied Nutrition USA. Fuel Your Moment with innovative, transparent supplements designed to push athletes from sideline to sideline
From ABE to AN Performance: The Evolution Continues
Earlier this year, we discussed how Applied Nutrition USA rebranded from All Black Everything (ABE) to AN USA, marking a strategic move to unify their global brand identity. In our previous article linked above, we explored how this transition aimed to streamline their product offerings and strengthen their presence in the U.S. market.
AN USA has taken their first bold step with the AN Performance line — a comprehensive range of products designed to fuel athletes from “sideline to sideline”, and it’s sold exclusively at The Vitamin Shoppe!
Let’s cover the products, and then get into the mission behind the brand:
The AN Performance Supplements
Launched at The Vitamin Shoppe November 14, 2024, AN Performance brings the following supplements:
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AN Performance Electrolytes Hydration
AN Performance Hydration isn’t your typical electrolyte drink. Powered by Peak ATP and a balanced electrolyte blend, it enhances hydration and performance. Applied Nutrition USA is setting a new standard—available now at The Vitamin Shoppe.
Not just yet another electrolyte supplement, AN Performance Hydration includes Peak ATP to increase power output, blood flow, and recovery.
This comprehensive hydration formula goes beyond basic electrolytes by including research-backed ingredients like Peak ATP alongside a precisely-balanced blend of essential minerals.
What sets this formula apart is its clinical dosing and premium ingredient choices. With 2 grams of taurine for enhanced fluid balance, 400mg of Peak ATP for improved blood flow and performance, and an intelligently-formulated electrolyte blend featuring potassium citrate, sodium from multiple sources, a large amount of calcium, and magnesium citrate, AN Performance Hydration demonstrates the brand’s commitment to science-based formulation.
The product is Informed Sport certified, setting a high standard for what’s to come from the newly-established AN Performance brand.
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AN Performance Hybrid Protein
Hybrid Protein is a protein powder with a milk protein blend, so it’s not just a whey — the milk protein includes a casein component that’s thick, rich, and far more satisfying!
By combining high-quality whey and milk protein isolates, Hybrid Protein delivers 23 grams of protein per serving with just 110 calories and 1 gram of sugar. This efficient protein blend provides both fast-digesting whey and slower-releasing milk proteins, supporting both immediate and sustained amino acid delivery to muscles.
Built on a foundation of premium ingredients and third-party testing through both Informed Protein and Informed Sport certifications, it launches in Chocolate and Vanilla flavors, with more options planned for the future. The clean macros and natural flavoring system make it an excellent choice for athletes and active individuals looking for a versatile protein supplement that can be used any time of day.
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AN Performance Energy Pre-Workout
AN Performance Pre delivers a comprehensive pre-workout formula built around clinically-dosed performance ingredients. With 6 grams of L-citrulline, 3.2 grams of beta alanine, and 2.5 grams of betaine at the full two-scoop serving, this formula provides the foundational ingredients needed for enhanced pumps, endurance, and strength output. The inclusion of Cognizin Citicoline and PurCaf organic caffeine creates a refined energy and focus complex that promotes clean, sustained energy without overwhelming stimulation.
What sets AN Performance Pre apart is its attention to detail in both dosing and ingredient selection. The formula includes a synergistic blend of L-ornithine HCl, taurine, and L-tyrosine to support performance and mental focus, while the addition of NeuroRush coffee fruit extract complements the 300mg of caffeine for enhanced cognitive benefits. Available in carefully crafted flavors and carrying multiple third-party certifications including Informed Sport and vegan status, this pre-workout exemplifies AN Performance’s commitment to quality and effectiveness.
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AN Performance Pre-Workout with Zero Caffeine
AN Performance Zero-Caffeine Pre-Workout maintains the same clinical dosing of performance ingredients as its stimulant-containing counterpart, providing 6 grams of L-citrulline, 3.2 grams of beta alanine, and 2.5 grams of betaine at the two-scoop serving. The caffeine-free formula is anchored by Peak ATP, which supports cellular energy production and blood flow without any stimulants, while still including key ergogenic aids like L-ornithine HCl and taurine.
Where this version differentiates itself is in the removal of the stimulant complex – PurCaf organic caffeine and NeuroRush coffee fruit extract are eliminated, making it perfect for evening training sessions or stimulant-sensitive individuals. The formula remains just as potent for muscle pumps and performance enhancement, demonstrating AN Performance’s commitment to providing options for all types of athletes, backed by the same third-party certifications and premium ingredient selection.
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AN Performance Creatine + Peptide
AN Performance Creatine + Peptide is here! With 5g of creatine monohydrate and 2.4g of PeptiStrong, this no-frills formula boosts muscle growth and recovery.
PricePlow’s own ideation, we simply asked Applied Nutrition to do something more with creatine — by boosting it with the mTOR-signaling PeptiStrong.
AN Performance Creatine + Peptide combines two powerful muscle-building ingredients in their clinically validated doses. Each serving delivers 5 grams of pure creatine monohydrate – the most well-researched form of creatine for enhancing strength, power output, and muscle mass – alongside 2.4 grams of PeptiStrong, an innovative fava bean-derived peptide network that supports muscle protein synthesis and recovery through mTOR pathway activation.
This unflavored formula exemplifies AN Performance’s science-first approach, pairing the tried-and-true benefits of creatine monohydrate with cutting-edge peptide technology. PeptiStrong has been shown to improve strength recovery after intense exercise while reducing muscle inflammation, making this combination particularly effective for athletes looking to maximize their training results. The product is designed to be taken daily for optimal results, mixed easily with any beverage of choice.
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Fuel Your Moment with AN Performance
At the heart of the new AN Performance series lies a powerful ethos encapsulated by their rallying cry: “Fuel Your Moment“. This mantra is more than just a slogan; it’s a commitment to empowering athletes and fitness enthusiasts to seize every opportunity and push beyond their limits.
On October 9th, 2024, they posted their mission and ethos on Instagram, explained below:
Key Messages from AN Performance:
- Building the Dream Team: AN Performance is not just launching products; they’re cultivating a community of like-minded, performance-driven individuals focused on personal and physical growth. This community is about uplifting others and inspiring positivity, driving impact beyond a single purchase.
- Owning the Process: The brand emphasizes extreme ownership and accountability, mirroring the dedication athletes bring to their training. AN Performance takes responsibility for every aspect of their products—from sourcing high-quality ingredients to ensuring transparent, third-party testing.
- From Sideline to Sideline: AN Performance is committed to providing comprehensive support for the everyday athlete as well as competitive athletes. This isn’t just a line for pumps in the gym, it’s a line for total athletic performance. Their portfolio promises to push individuals forward, fueling their next moment of triumph.
A Message from Aaron Heidebreicht, CEO of AN USA
In a recent Instagram post, Aaron Heidebreicht, CEO of AN USA, shared an inspiring message:
The AN Performance Announcement, published Friday, October 11, 2024
“At AN Performance, our mission is clear: transparency, innovation, and an exceptional customer experience—both in-store and online, as well as best-in-class flavors. Our commitment to owning our craft reflects our dedication to excellence and providing you, our customers, with what we feel is the best in the industry.
With a decade of remarkable growth globally and our ‘all-star’ team here in the US, we’re ready to elevate your experience to new heights.
Here’s to not just showing up to play, but showing up to win.”
— Aaron Heidebreicht, Applied Nutrition USA CEO
He concluded with the hashtags #ANPERFORMANCE and #FUELYOURMOMENT, signaling the brand’s readiness to make a significant impact.
What to Expect from AN Performance
While specific products and partnerships have yet to be announced, the excitement surrounding AN Performance is palpable. Based on their messaging, we can anticipate:
- Transparent Formulations: Products that are fully disclosed and third-party tested, giving consumers confidence in what they’re putting into their bodies.
- Innovative Solutions: A focus on cutting-edge ingredients and formulations designed to push performance boundaries.
- Exceptional Flavors: Commitment to delivering best-in-class taste experiences, making supplementation enjoyable.
- Community Engagement: Building a supportive network of individuals who inspire and uplift each other in their fitness journeys.
- Flavor Licenses: Get ready for an array of exciting new flavors that will make supplementation more enjoyable than ever.
- Athlete Signings: The brand is in talks with top athletes who embody the spirit of AN Performance, aiming to inspire and motivate the community.
- Clothing Collaborations: Stylish and functional apparel is on the horizon, designed to meet the demands of active lifestyles.
- Celebrity Endorsements: Keep an eye out for potential partnerships with well-known personalities who share the brand’s vision and values.
Why We’re Excited
At PricePlow, we’ve always appreciated brands that prioritize quality, transparency, and community engagement — values that AN Performance embodies. Their mission aligns with what modern consumers seek in sports nutrition: products that are effective, safe, and backed by a brand that stands for something more significant.
Moreover, the transition from ABE to AN Performance signifies a maturation of the brand’s identity, aiming to resonate with a broader audience while maintaining the hardcore performance edge that fans love.
Aaron Heidebreicht is the new CEO of Applied Nutrition’s US division. He explained his plans in Episode #130 of the PricePlow Podcast.
Finally, we were able to offer formulation suggestions and feedback for the products, ideating a few innovative products unlike anything on the market yet.
A Glimpse into the Future
In Episode #130 of the PricePlow Podcast, we had an insightful conversation with Aaron Heidebreicht, the new CEO of Applied Nutrition USA. While he kept specifics under wraps, the enthusiasm and vision he shared left us eager for what’s to come. The podcast delved into their commitment to innovation and hinted at the exciting developments that are now beginning to unfold with the AN Performance line.
The unveiling of AN Performance represents more than just new products—it’s the embodiment of a philosophy that champions personal responsibility, community, and relentless pursuit of excellence. We’re excited to see how AN Performance will empower individuals to own their processes and achieve their goals.
Now at The Vitamin Shoppe!
A month before the launch, AN Performance Announced their exclusive Partnership with The Vitamin Shoppe, which rolled out in mid November, 2024.
Applied Nutrition’s American Division is now AN USA, formerly All Black Everything (ABE). All Black Everything is returning to its UK status as a pre-workout.
You can stay connected for updates by following @ANPerformanceUSA on Instagram and by signing up for PricePlow’s AN USA news alerts. Whether you’re an elite athlete or someone striving for personal bests in the gym, AN Performance aims to provide the tools and support to fuel your moments of greatness.
We’ll be keeping a close eye on announcements regarding specific products, partnerships, and availability. Given AN USA’s track record and the passion they’ve communicated, we’re confident that AN Performance will make a significant splash in the sports nutrition industry.
Here’s to fueling your moment and embracing the journey ahead with AN Performance.
AN USA – Deals and Price Drop Alerts
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