Anyone questioning the growth of the sports nutrition market can look at the merger and acquisition space. The most recent transaction in this market — at press time — was The Simply Good Food Co. — known for its Atkins and Quest brands — on April 29 purchasing plant-based ready-to-drink protein shake brand Only What You Need for $280 million. 

“The acquisition of Only What You Need (OWYN) is strategically compelling as it brings a third, complementary brand to Simply Good Foods and further enhances our presence in the fast-growing RTD (ready-to-drink) shake segment,” Geoff Tanner, president and CEO of Simply Good Foods, stated at the time of the announcement. “Additionally, OWYN reaches a new, incremental consumer segment which strengthens our category leading presence with retail customers.”