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
Not just yet another electrolyte supplement, this one includes Peak ATP to increase power output, blood flow, and recovery.
AN USA AN Performance Hydration – Deals and Price Drop Alerts
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AN Performance Hybrid Protein
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!
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AN Performance Energy Pre-Workout
The AN Performance Pre-Workout, which uses 3 grams of citrulline paired with 150 milligrams of PurCaf caffeine backed by 250 milligrams of Cognizin citicoline and 50 milligrams of NeuroRush in every scoop. Two-scoop it for the real deal!
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AN Performance Pre-Workout with Zero Caffeine
Similar to the stimulant-based pre-workout, this one replaces caffeine with Peak ATP, boosting energy, pumps, and blood flow even more!
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AN Performance Creatine + Peptide
PricePlow’s own ideation, we simply asked Applied Nutrition to do something more with creatine — by boosting it with the mTOR-signaling PeptiStrong.
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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.
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