Amway Expands Sports Nutrition Product Line


West Michigan-based Amway, a direct selling company, is expanding with a XS Sports Nutrition line after acquiring the XS brand last year. Products include protein and powder shakes, pre- and post-workout supplements, energy bars, and sports drinks. The new brand replaces the company’s Nutrilite products.

Jackie Nickel, chief marketing officer for Amway of the Americas, says the XS Sports Nutrition line offers peanut butter crunch and chocolate chip energy bars; protein powder and protein shakes in chocolate and vanilla flavors; and chocolate peanut butter and chocolate berry protein bars.

“Everyone can benefit from these products, from the athlete to the everyday active adult…,” Nickel says.

She says Amway acquired California-based XS last year as a way to expand geographic reach. Amway has been the exclusive distributor of XS products since 2003, growing the brand to $150 million in annual sales and expanding into 38 global markets.

Nickel says the sports nutrition market is a nearly $19 billion industry in the U.S.

Ada-based Amway sells dietary supplements, skincare and cosmetic products, and water treatment systems. In October, the company opened a $13 million botanical research center in Wuxi, China, near Shanghai, used to study plants associated with traditional Chinese medicine for potential use in Amway’s health and beauty products.