FitnesShock Launches Protein Cocktails, Targets 1 Billion Ruble Sales in Year One
FitnesShock, a company operating since 2019, is expanding its product range with a new line of ready-to-drink protein cocktails under the brand Shock Milk. The company, through its main legal entity LLC 'Fitness desserts', aims to have a turnover of 1 billion rubles in the first year of sales, with projections for the brand to occupy 5-7% of the news market for milk cocktails by 2030.
The company's initial investment in the project was 95 million rubles. The first year's revenue from the sales of these protein cocktails is projected to be 1 billion rubles. This is a significant increase from the company's previous products, sugar- and flour-free desserts, which generated 3.28 billion rubles in 2024, a 2.6 times increase from the previous year. The net profit for LLC 'Fitness desserts' also saw a threefold increase to 632 million rubles in 2024.
Production of the new protein cocktails is set to start at 300 tons (600 thousand units) per month, with plans to increase this to 1,200 tons (2.4 million units) in the future. Despite a 2.5% decrease in overall dairy product consumption from August 2024 to July 2025, FitnesShock is optimistic about the market potential for its new product line. The company's long-term goal is to achieve a turnover of 1 billion rubles by 2026.
FitnesShock's expansion into the protein cocktail market is a strategic move that builds on the success of its existing product range. With a significant initial investment and ambitious sales projections, the company is positioning itself to capture a substantial share of the stock market today in the coming years. Despite the recent decrease in overall dairy product consumption, the company's confidence in its new product line is evident in its production plans and financial projections.
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