On Episode #156 of the PricePlow Podcast, Mike and Ben welcome Marc Curcio and Laura Valley to discuss the founding of Basic Supplements and its mission to provide high-quality, simplified nutritional products.
In fall of 2024, Mike and Ben flew to Buffalo, NY to Nutrablend Foods, manufacturer for the new upstart brand, Basic Supplements. They interview Marc Curcio and Laura Valley, discussing how they’re simplifying the supplement industry with high-quality, essential products that are both affordable and transparent.
In today’s fast-paced supplement industry, consumers are often bombarded with complex products boasting long lists of ingredients and lofty promises. But what if the key to better health and performance lies in simplicity? Recorded in Buffalo, New York at the manufacturing facility (Nutrablend Foods) we dive into this concept with Marc and Laura.
This is a brand born out of a desire to return to the fundamentals of nutrition. With a combined experience of over two decades in the industry, they recognized a gap in the market for high-quality, essential supplements that don’t break the bank. Their mission is clear: provide “affordable excellence” by focusing on core ingredients that deliver results without unnecessary complexity.
Throughout the episode, we explore how Basic Supplements is redefining consumer expectations by prioritizing transparency, simplicity, and education. From partnering with top-tier ingredient suppliers like Glanbia Nutritionals to crafting straightforward product labels, Marc and Laura emphasize the importance of building trust with both retailers and consumers. They also discuss their innovative flavor offerings and commitment to making supplementation accessible to everyone.
Whether you’re a seasoned industry insider or new to the world of supplements, this conversation offers valuable insights into the evolving landscape of sports nutrition. Join us as we uncover how Basic Supplements is challenging industry norms and making a case for getting back to basics. You can watch on YouTube below or any podcast feed of your choice.
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https://blog.priceplow.com/podcast/basic-supplements-156
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Detailed Show Notes: Introducing Basic Supplements
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0:00 – Introduction to Marc Curcio and Laura Valley
Coming from Buffalo, NY (at Nutrablend Foods, the manufacturer), Mike and Ben sit down with Marc and Laura to discuss Basic Supplements.
Are you ready to get back to the basics? Basic Supplements launches October 10, 2024, and they’re going to show us exactly where they’re manufactured!
Marc, with 20 years of industry experience, explains how his background in sports nutrition and time at companies like BioSteel inspired him to create Basic Supplements—a brand focused on essential ingredients and affordability without sacrificing quality.
Laura, whose background includes marketing and sales for various brands, elaborates on their approach to blending simplicity with premium standards. Together, they emphasize the importance of transparency, customer understanding, and delivering “affordable excellence” in the crowded supplement market.
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10:30 – Shift towards simplicity
Ben, Mike, Marc, and Laura discuss a shift in the supplement industry towards simplicity and affordability, particularly in pre-workout products. Ben mentions a past argument for the appeal of proprietary blends, where consumers focused on product benefits without analyzing every ingredient. However, the industry is now moving towards more transparent, “daily driver” supplements that meet basic needs at lower costs.
Mike and Laura highlight how their brand, Basic Supplements, aligns with this trend by offering essential, no-frills products like a simple pre-workout formula. Their goal is to make quality supplements accessible to everyone, without competing with high-priced, overly complex options. Marc adds that this approach benefits retailers by providing entry-level products that deliver effective results at reasonable prices, emphasizing the idea that “less is more” with well-dosed, foundational ingredients.
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14:00 – Partnership with Glanbia Nutritionals
Taken straight from the label, Basic Whey uses both Avonlac and Provon from Glanbia Nutritionals
Ben, Marc, and Laura discuss the purpose and evolution of pre-workout supplements, focusing on balancing simplicity and effectiveness. Ben points out that while consumers expect pre-workouts to enhance energy, focus, and performance, they often shy away from expensive, complex products. Marc adds that Basic Supplements takes a “less is more” approach, offering affordable, easy-to-understand pre-workouts that appeal to first-time and general consumers.
Laura highlights their partnership with Glanbia, a top-tier protein supplier, ensuring consistent, high-quality ingredients. This transparency, combined with educating both retailers and consumers about the product’s quality and simplicity, forms a key part of their brand’s mission to provide accessible, reliable supplements.
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25:00 – Initial Basic Supps launches
Marc and Laura discuss the initial product launch of Basic Supplements, which focuses on a range of staple products including a Basic Whey product, a pre-workout, BCAAs, creatine, glutamine, a fat burner, and a hydration powder. They emphasize the brand’s core principles of simplicity and quality, avoiding overly complex formulations while having fun with innovative flavors like salted caramel, cold brew, and Boston cream donut.
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32:30 – Distribution strategy
Basic Supplements has launched their first supplement, Basic Whey, and beyond some fun new flavors, they’re doing things different by disclosing the Glanbia proteins used inside, where their products are manufactured (Nutrablend Foods in Buffalo, NY), and showing the total protein percentage by weight on the front of each tub!
Marc and Ben discuss Basic Supplements’ strategy for product distribution, emphasizing a multi-channel approach that includes direct-to-consumer (D2C) sales, brick-and-mortar stores, and international markets. Marc explains that, while protein is not the most profitable category, their partnership with NutriBlend allows them to offer high-quality products at competitive prices.
They plan to launch exclusively with GNC in the U.S. and with retailers like Popeye’s in Canada, while also focusing on online education and sales. The goal is to balance specialty retail with a strong online presence, ensuring consumers and retailers understand the quality behind their products. Marc highlights the importance of maintaining the brand’s integrity by avoiding mass-market channels like Walmart to preserve quality and focus on long-term brand growth.
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42:00 – Building a strong foundation through SAMPLING
Ben, Marc, and Laura discuss the long-term strategy behind Basic Supplements, emphasizing the importance of building a strong brand foundation for sustainable growth. The goal is not just to sell products but to create a recognizable brand that can thrive across various channels, including retail and direct-to-consumer. They highlight the importance of educating consumers about the brand’s quality and using creative promotional tools like branded socks, shaker cups, and extensive sampling programs.
Basic Supplements Initial 2024 Products
Sampling, especially for their unique flavors like blue marshmallow and Boston cream donut, is a key part of their strategy to engage consumers and encourage them to explore the more innovative offerings. Marc also mentions their partnership with GNC, which will play a major role in their distribution and sampling efforts, ensuring the products reach a wide audience while maintaining their core principles of quality and innovation.
The conversation touches on the significance of retail support, which for Basic Supplements means providing profitable, high-quality products and educating both store staff and consumers. They emphasize how the brand’s simple, transparent messaging helps store employees easily communicate product benefits, while sampling and in-store promotions drive demand. Marc also highlights the importance of balancing retail profit margins with effective Marketing, ensuring that retailers have both the motivation and tools to support and sell Basic Supplements successfully.
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54:45 – Transparent label design
Ben, Marc, and Laura discuss the transparency and clarity of Basic Supplements’ packaging and how it helps both consumers and retailers. Ben highlights that the straightforward, upfront labeling—such as “high calorie muscle mass gainer”—makes it easy for consumers like his parents, who may not be supplement experts, to understand exactly what they’re buying. This approach reduces confusion and builds trust. Marc adds that QR codes on the labels link to product pages for more information and that the brand aims to provide lab test results for full transparency.
They emphasize that the simplicity of the label helps consumers feel confident about their purchase and supports retail staff by making the products easy to explain. Marc also shares how mystery shopping helped shape their approach, noting that retailers often misguide customers by pushing overly complex products. Basic Supplements’ goal is to create a clear, approachable brand that caters to both novice and experienced consumers.
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1:00:00 – Bottle art
Just wait until you try this Boston Cream Donut flavor… it’s incredible!
Mike, Marc, and Laura discuss the decision to use fun, cartoon-style artwork on Basic Supplements’ packaging, particularly for flavors like Boston Cream donut, as opposed to using real images. Marc explains that the playful design helps make the product approachable and visually appealing, while still ensuring the nutritional facts and ingredients are prominently displayed and easy to read.
This balance between playful flavor visuals and clear, transparent product information is meant to engage consumers while building trust. They also note that the supplement facts panel is designed to be large and easy to read, reinforcing the brand’s commitment to transparency, with nothing to hide. The conversation highlights how Basic Supplements is using packaging and design to make the brand both fun and informative, appealing to a broad audience.
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1:03:45 – Building brand awareness
Marc and Laura discuss their strategic approach to sampling and building brand awareness for Basic Supplements. Sampling remains a key part of their retail support strategy, helping consumers try products and encouraging repeat purchases. Marc emphasizes the importance of providing value to retailers through product samples and support tools.
They also touch on the potential role of ambassadors and affiliates in promoting the brand. While they plan to incorporate ambassadors, they prioritize long-term partnerships with individuals who align with their “Back to Basics” philosophy rather than relying on short-term celebrity endorsements. Laura highlights the goal of using educational content from these partners to demonstrate how supplements integrate into a healthy lifestyle. Their focus is on building sustainable, loyal consumer relationships rather than quick, transactional growth.
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1:11:30 – Focus on ambassadors
Ben, Marc, and Laura discuss the strategic approach of Basic Supplements in choosing ambassadors over big-name athletes to create long-term brand equity. Ben notes that signing top athletes often leads to short-term gains but doesn’t build lasting connections with new users or mass-market consumers. Instead, Basic Supplements focuses on relatable ambassadors who can educate people on incorporating supplements into their daily routines, like protein recipes or workout tips, rather than promoting extreme or niche practices.
Laura emphasizes the importance of testing and learning in marketing strategies, aligning brand-building efforts with transactional goals. The goal is to balance creating a strong foundational brand message with effective sales strategies, ensuring that consumers can easily access and trust the products while maintaining long-term growth. This approach avoids short-term tactics in favor of sustainable brand-building across retail and online channels.
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1:17:15 – The future
Mike, Ben, Laura, and Marc discuss the potential for Basic Supplements to outgrow the Nutri Blend’s manufacturing facility if the brand becomes highly successful. While Laura expresses no immediate concern about capacity issues, she acknowledges it would be a good problem to face.
They also address the topic of Amazon, stating that while it’s not part of their initial launch strategy, they plan to eventually include it as a platform for validation and credibility. However, their current focus is on supporting retailers and ensuring the product reaches them first. This disciplined approach aims to prioritize long-term growth over quick gains.
Where to Follow Basic Supps
Basic Supplements Promises something simple: To get back to the basics
Thank you to Laura and Marc for inviting us to New York, and a major thank you to Nutrablend Foods for hosting us and showing us an incredible tour!
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