[Edaily Reporter SIN SOO-JUNG ] NamyangDairyProducts is expanding its protein drink brand “TakeFit” to include jelly products for runners. While the existing TakeFit line consisted of protein drinks consumed before and after exercise, the new products are jelly-type amino acid and energy supplements that can be easily consumed even while running. As demand for sports nutrition grows alongside the rising number of runners, NamyangDairyProducts is expanding the TakeFit line from “drinkable protein” to “supplements you can eat while running.”

According to the food industry on the 23rd, NamyangDairyProducts is preparing to launch new jelly-type products, including “TakeFit Amino Boost Amino 2600” (tentative name). This product is characterized by transforming the existing TakeFit drink format into a jelly form. The product is designed to be highly portable and convenient for runners to consume directly during exercise without needing water or separate supplements.

This direction is also confirmed by the details of the related trademark application. NamyangDairyProducts filed a trademark application for “TakeFit Booster” last March. The designated goods included not only protein dietary supplements and amino acid supplements but also sports energy supplements, energy gels, jelly-type energy supplements, and jelly-type nutritional supplements.

The key to this new product lies in the shift in consumption scenarios. Protein drinks have primarily been consumed before or after exercise, as meal replacements, or to meet muscle-building needs. In contrast, jelly-type products target situations where energy is rapidly depleted during exercise, such as running or marathons. They differentiate themselves from existing liquid products by being easy to squeeze and consume while running and providing an immediate boost of amino acids and energy.

Recently, running has evolved beyond a simple form of exercise to become a full-fledged consumer trend. According to the Ministry of Culture, Sports and Tourism’s “2025 National Survey on Recreational Sports,” the proportion of running among the most commonly participated-in sports activities rose from 4.8% in 2024 to 7.7% in 2025. During the same period, the national participation rate in recreational sports also increased by 2.2 percentage points from the previous year to 62.9%. As running crews, marathon events, and the culture of sharing personal bests gain traction, demand for related food and beverages is also on the rise.

TakeFit has been expanding its consumer base by continuously refining its flavor profiles, nutritional formulations, and product formats. Initially, the company focused on reducing the typical “protein drink” aftertaste by offering popular flavors like chocolate and banana. Later, through “TakeFit Pro”—a water-based protein product—it strengthened its fruit-flavored lineup with options such as Shine Muscat, flat peach, and LEMON COMPANY LIMITED. Last year, the company increased the volume of TakeFit Pro from 450 mL to 500 mL and raised the arginine content from 780 mg to 1,400 mg.

This new jelly-type product exemplifies how this expansion trend has shifted from flavor and nutritional design to consumption methods. While existing products were protein drinks consumed from bottles or pouches, the new product is a supplement that can be chewed while running. Amid a slowdown in the dairy products market, this move is seen as part of NamyangDairyProducts’ strategy to position TakeFit as a health management brand for adults and expand its consumer reach beyond gyms and convenience store refrigerated shelves to include running routes and marathon events.

A food industry official stated, “As health-related consumption has recently expanded from gym-centered activities to everyday exercises such as running, hiking, and tennis, competition in the sports nutrition sector is also becoming more specialized,” adding, “The trend of existing protein brands expanding beyond beverages into various formats—such as jellies, bars, and pouches—is likely to become even more pronounced in the future.”