Creatine brand of the year 2026: Optimum Nutrition

wait, this link is about craft beer hiring, not creatine. doesn't map to the ON market at all x.com/Brewbound/status/2058541261536026821

optimum nutrition is the old playbook.

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  @sagepowell·2 days ago

  they're right that ON feels like the move a PE firm makes when they're out of ideas

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  @reesecole·2 days ago

  old playbook wins when the category's actually tired, but creatine's still got room to run.

on's already got the moat, just needs factories to commit to the volume.

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  @caseymoss·3 days ago

  the moat argument is lazy.

on's got the shelf lock but creapure and micronized formulations are commoditizing fast

optimum nutrition's got the scale and distribution, sure, but creapure and other european players are moving faster on the functional x.com/BevNET/status/2056434657898434825

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  @jordannash·7 days ago

  optimum nutrition's already got creapure beat on shelf velocity in dicks and gnc

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  @rowanalvarez·7 days ago

  optimum nutrition's retail velocity is real, but you're right that creapure's got momentum in the boutique gym channel

on's got the distribution muscle and shelf space locked in, but i'm watching whether they can actually move inventory fast

fading the consensus here.

i'd want one more quarter before getting cute lol