Burt’s Bees branches out with protein launch

Burt’s Bees is a brand known primarily for its cult-classic lip balm as well as its expansive line of natural beauty and skin care products. But this year, Burt’s Bees flipped the script with a new line of beauty-from-within, plant-based protein shakes—its first foray into functional foods.

The line includes three varieties: Daily Protein, for a nutritional boost; Protein + Gut Health, which includes probiotics for digestive health; and Protein + Healthy Radiance, which is boosted with vitamins A, C and E for healthy skin. Each offering provides 15 grams of protein per serving from five plant sources (pea, rice, flaxseed, sunflower seed and oat) and is non-GMO, gluten-free, soy-free, dairy-free and made without artificial sweeteners or flavors. The line is also made with 70 percent organic ingredients and packaged in tubs made from 100 percent post-consumer recycled plastic.

Each formulation benefits from a healthy helping of fruits and vegetables—Daily Protein offers two servings, while the others offer 4.5 servings—from sources like tomato, strawberry, pumpkin, sweet potato and spinach.

"Burt’s Bees’ purpose is to connect people to the beauty, wisdom and power of nature. For over 30 years, we’ve done that by creating natural health and beauty products. And, for just as long, we have held the belief that beauty and well-being start—and should be nourished—from the inside out," says John Feeney, brand manager for Burt's Bees. "Venturing into this new category offers people a simple way to drink in the benefits of nature’s most powerful ingredients."