Universal Nutrition's Segmented Brands Appeal to Wide Range of Consumers

Animal brand creates a lifestyle following; Doctor's Carbrite rebounds at the end of a tough year for low carb.

Universal Nutrition experienced 9.5% growth in 2004, performance that validates the 22-year-old sports nutrition company’s recently adopted branding strategy, according to Director of Marketing Phil Kim. “We have seven sub-brands that fall under our umbrella brand, Universal Nutrition,” said Kim. “It’s taken a fair amount of concerted planning to implement, but it has worked well. ... Despite the fact that the ephedra ban took place last year and the prohormone ban went into effect

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