GHOST supplement labels fully disclose the dosage of each active ingredient. The brand’s co-founders avoid using proprietary blends so consumers know exactly what’s in every scoop.
“In creating GHOST, we want to set an example and move the industry forward.” Co-Founder Dan Lorenco said: “Information is power. We want to put that power in the hands of our customers.” na
“Nike for Active Nutrition”
In addition to full transparency, Lorenco said another goal for the brand is to become what he calls “the Nike of active nutrition.”
“I have been very inspired by Nike over the years. Nike has had different categories. Different sports – football, baseball, running, basketball, soccer – all have this common brand. , the ideal premium, the promise, and the primus and the community, which is tied to Nike, why can’t it exist in sports nutrition and active nutrition? There are protein brands, pre-workout brands, green-like brands, or esports-only brands.Is the denominator the brand, the community, the innovation, and this commitment to transparency?”na
flavor collaboration
GHOST is best known for its flavor collaborations with popular brands such as Sour Patch Kids, Warheads, Swedish Fish, Bubblicious, Oreo and Chips Ahoy. Since the GHOST partnership, many other companies have adopted their own flavor teams, including brands outside the sports nutrition category.
“When we first launched these flavor collabs, we had no idea what trend we were trying to set.naThat was never the goal. We are big sneaker guys. I’ve always loved the community, but I also loved the communal nature of it. Girl Scout cookie cereal, Oreo ice cream, that’s a license, that’s a collaboration. I have no idea why a small brand like GHOST came out in 2016 and humbly and proudly launched the first full-fledged flavor collaboration in our category. The most humbling and possibly most enjoyable part of my adventure so far with GHOST has been to work with these brands that I grew up with.‘ said Lorenco.
Rethinking transparency
Lourenco says that full transparency was not popular when GHOST was first published, but is now more popular.
“Regarding label transparency. There is no doubt that there were brands doing that long before GHOST was even thought of. I don’t know if we provided transparency in a way that we liked. So maybe we helped make it cool.na
To learn more about the GHOST lifestyle and what Lourenco thinks about the mandatory full disclosure label, listen to NutraCast.
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