Last summer, it was a protein Ice Cream experiential marketing event. And now it’s a collaboration with my fellow dessert loving Ohioan Christina Tosi (Founder of Milk Bar). Come on Premier Protein…I’m feeling super left out! BellRing Brands (NYSE: BRBR) is a portfolio that owns a collection of convenient nutrition brands like Premier Protein and Dymatize Nutrition, which was previously wholly-owned by Post Holdings. A fast-paced and busy lifestyle is pushing consumers to switch to quick and healthy meal options. This has resulted in above average categorical growth rates and increased household penetration of RTD protein shakes that promote active lifestyles. Additionally, powders are becoming more mainstream, and category proliferation has created an environment where more consumers are purchasing both every day and performance nutrition positioned protein products at grocery stores and mass retailers. Bellring Brands reported 2025 Q3 net sales of $547.5 million, which was up 6.2% YoY. Premier Protein (~90% of BellRing Brands total revenue) grew 6% YoY, which came from an nearly equal amount of volume growth and price increases. Dymatize Nutrition was up 5.4% YoY, stemming from volume increases within international markets and new product introductions. In response to these elevated sports nutrition competitive threats, BellRing Brands has attempted to invest further into Dymatize brand marketing and restarting product innovation. Though, I’d say neither effort has resulted in meaningful success yet. Moreover, I provide three deep dives into the functional CPG portfolio's "hero SKU families" of Premier Protein RTD protein shakes and Premier Protein and Dymatize protein powders. But my latest first principles thinking content will examine the recent Premier Protein packaging refresh and how the leading protein shake brand (understanding the power of an afternoon sweet treat) has consistently found ways to highlight the versatility of their product that doesn’t sacrifice flavor for nutrition. The Premier Protein and Milk Bar menu includes a Blueberry Pancake Super Cookie, Mega Milkshake Caramel Cake, and Power-Packed Tiramisu Truffle. But here’s the sad part for me (and many of you too), these decadent protein treats are only available at Milk Bar flagship locations and for delivery in the select markets. And since I currently don’t have any business travel planned over the next several weeks to those cities…I’ll have to hope they extend this collaboration into packaged goods one day in the future!