When the Natural Edge founders sat down with a biochemist in 2001 to begin development on the new company’s signature product line, they knew exactly what they wanted. They had grown tired of watching consumers have the wool pulled over their eyes when it came to “meal replacement” products masquerading as healthy diet aids. They had already given the marketplace a thorough going-over. To their distress they had found shelves stocked with ‘Energy Bars’, ready-to-drink ‘Diet’ shakes and other “meal replacement” products all purporting to help people lose weight, but bearing nutrition labels and ingredient lists that belied those very claims.
They wanted to give consumers the health and lifestyle benefits of a real meal replacement, one that wouldn’t counteract dieters’ good intentions by filling stomachs with hidden calories, carbs and sugars. And they didn’t want their product to lower calories by adding chemicals – preservatives, artificial sweeteners, fillers and flavors – ingredients that, by nature, undermine the rewards of “natural” living and healthy eating. They wanted to make great-tasting, all-natural, highly nutritious meal replacement products that fit seamlessly into any diet or weight-loss plan, and aligned with the wellness goals of individuals with wide-ranging nutrition and lifestyle needs.
They also wanted to make a protein powder that didn’t fit the profile. They wanted a nutrient-laden drink mix that people would drink, not dread. They wanted all the protein and nutrients of existing formulas, with fewer carbs, fewer calories, without the fillers, but with a taste too good to alter or dilute. They wanted a formula so uncharacteristic of any pure protein product out there, that people wouldn’t need to mask its texture under milk, or mix it with juice to make it palatable…and again they wanted the product made with 100% all-natural ingredients.
The Natural Edge team spent months in and out of the lab, testing and re-testing, tasting and re-tasting until they came out with a formulation so clean and meticulously crafted that lab technicians at some of the country’s largest natural product manufacturers couldn’t replicate the final product. The Natural Edge® brand was born, and immediately filled a niche as the only Low-Glycemic, Great-tasting, All-Natural Meal Replacement and Pure Grass Fed Whey Protein product-line on the market.