Forme shakes up sports nutrition with hygienic supplement shaker, attracts early investment
09 Apr 2021 --- UK-based startup Forme has raised over £18,000 (US$24,600) in under 24 hours to finance the release of a “modern-day” supplement shaker, which its designers say prevents the build-up of harmful bacteria that commonly occurs in traditional shakers.
Created by former professional hockey player Nick Samra, the Forme shaker has been in development for almost a year after receiving a small government grant.
Speaking to PackagingInsights, Samra says his team has taken their favorite elements of existing protein shakers and reusable water bottles and combined them to create the “ideal solution.”
“One of the biggest issues with existing shakers is the odors they generate. These odors are caused by harmful bacteria sticking to the inside of your shaker, which is only made worse when the shaker heats up.”
Forme is built of kitchen-grade stainless steel and a double-wall insulated body that has rounded inside edges, making it easy to clean and regulate the temperature of its contents so these odors are limited, he explains.
Samra asserts a new design of shaker is needed to meet an ever-expanding supplement consumer base.
“Not so long ago, supplements were only consumed by bodybuilders and professional athletes, but today millions of people take supplements to improve their fitness, health and well-being. Forme is a shaker built to meet the needs of this new audience through its functional design and smart, subtle style.”
Innova Market Insights recently announced “Hygiene Heroics” as its fourth top packaging trend for 2021.
Forme’s silent internal shaker mechanism and other components.Moving beyond outdated shakers
Forme has a 500 ml stainless steel body and a hidden 45 g storage compartment, designed to pour powder with zero mess. The inside corners have been rounded to make it easy to clean and leave no space for old powder to hide.
Samra says the biggest challenge Forme faced was trying to pack all the traditional shaker’s essential features into a sleek, slim design that appealed to today’s supplement consumers.
“Although some shakers have storage containers, we identified several existing issues with current options. The bottom corners are square, so powder gets stuck, and the container’s mouth tends to be wide and hard to pour from. We rounded the edges and designed an efficient opening shape to the container that makes pouring powder efficient and direct, with less chance of spillage.”
“Another historical issue with shakers is the loud whisk ball that rattles around inside them. Forme includes a removable silent shaker mechanism to avoid this noise, allowing you to shake wherever and whenever without drawing unwanted attention to what you’re doing.”
Forme worked with a team of product design specialists based in the UK with a “wealth of experience creating products of a similar nature,” Samra says.
Sustainable shakers
Forme is predominantly made from 18/8 food-grade stainless steel.
The startup is currently working on a larger version of the 45 g storage container.
“We made sure to choose a manufacturing partner with a sustainable focus, ensuring that our shaker will be composed of a minimum 50 percent post-consumer recycled steel,” continues Samra.
The lids, storage container and shaker mechanism are made from 100 percent recycled nylon, and the shaker is packaged in a 100 percent recycled cardboard box.
Forme can replace the majority of plastic shakers, which typically only last a few weeks before ending up in landfill, asserts Samra.
“Too macho”
Samra says his team’s research showed that the traditional shaker’s look and shape were macho, too bulky, and “so outdated in today’s premium fitness landscape.”
“People wanted something that fits into their lifestyle and the current fitness aesthetic. The design of Forme breaks down these stereotypes and gives supplement consumers a shaker option that they want to be seen using.”
Currently, Forme is focused primarily on executing its Kickstarter crowdfunding campaign but is already planning a different Forme version featuring a large body with increased liquid capacity.
“We are also working on a larger storage container so our product is optimized for larger portions of supplements and food substitutes, as well as additional accessories such as carry handles and a neoprene sleeve,” concludes Samra.
By Louis Gore-Langton
