There were many major brands that pushed the boundaries throughout the year 2024, and the biggest impacters were all nominated for our prestigious Brand Of The Year Award. On the list of nominees were RYSE, Raw Nutrition, Ghost, Infinis Nutrition, Apollon Nutrition, and Gorilla Mind. There was one that stood out above the rest when it comes to variety, innovation, hype, excitement, and innovation, and that was none other than past Brand Of The Year winner Ghost.
When a health and nutrition company consistently delivers, it’s often lost just how impressive of a year it had, and that was most definitely the case for Ghost. It started the year with two massive beverage announcements, launching the Ghost Hydration Drink, now widely available in the US and internationally. The lifestyle brand also introduced its unique and one-of-a-kind Original flavor of Ghost Energy, which was initially on-premises-only but is about to hit stores.
Ghost continued expanding the menu of its energy drink throughout the year, with several extensions, including several special edition reskins for partners and events. As busy as the brand was on the beverage side, you truly can not look past what it did on the supplement side. Ghost said pretty early on that it would be putting a lot of attention on the powder or sports nutrition business, and it did just that, entering new categories and revamping many of its popular products.
The supplement innovations Ghost brought to market were some of the difference makers in our decision for Brand Of The Year. We were treated to Ghost Sleep, now one of our favorite nighttime products that uniquely infuses a quality dose of colostrum to really drive home recovery; Ghost Joint as a comprehensive solution to support and enhance joint health and function; and the intra-workout Ghost Intra, a type of supplement you rarely see from major competitors anymore.
A few other health and nutrition items we got on that side of things from Ghost was Sydney’s Summertime Punch Series, featuring the brand’s first-ever clear protein powder; another authentic Oreo collaboration, this time with a minty twist; and the many new and improved versions with Ghost Legend All Out, Ghost Burn, Ghost Size, and Ghost Legend. One last innovation that sealed the deal for the brand was Ghost Protein Cereal. Not only did it finally give us a food from Ghost, but it was a real risk, entering a format that’s never the the first functional outing for any supplement company.
Everything Ghost did was spread across the year and just genuinely on point, from the well-rounded and respectable formulas it put into each of its products for new categories to the reformulations, creative flavors, and functional offerings, both beverage and food. As mentioned, Ghost said leading into the year that it would put a lot of effort into its supplement side with the huge success the energy drink had, which was indeed just a warning, as it had one of its most complete years ever.
