There comes a time when a supplement company has to make a decision on whether it wants to appease the masses or continue its trend of being leaders in product innovation. By succumbing to the pressures of the industry, sales growth can increase rapidly in a very short time. It's easy to produce that and as business owners, do you fault them? You have the pressures of fans asking for a certain type of product or distributors requesting you to produce something to help drive THEIR sales. It is very hard to stay true to who you are and what you value when large dollar signs are flashed in your face. We faced that crossroad when we were approached about developing a BCAA/amino formula. Our first response was absolutely not. Why enter a category that we could not be the leaders in? I mean after all, brands are producing simple formulas to taste like candy or altering the quality of their formula just to make it taste good and appear a certain way. This is a category that we wanted to avoid. But then we were proposed this...
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