Let me introduce myself. My name is Mark Sisson. I’m 63 years young. I live and work in Malibu, California. In a past life I was a professional marathoner and triathlete. Now my life goal is to help 100 million people get healthy. I started this blog in 2006 to empower people to take full responsibility for their own health and enjoyment of life by investigating, discussing, and critically rethinking everything we’ve assumed to be true about health and wellness...Tell Me More
There was quite a response to the Primal Fuel release on Monday. Numerous early adopters were quick to order a canister or two of Primal Fuel. Others were vocal about what they thought was wrong with the product (for some it appeared that the sky was falling!), most notably that it was out of their price range. I’d like to respond to some of the feedback and make a few announcements you might be interested in learning.
First of all, I did in fact design this in response to the hundreds of people who have been requesting a convenient, delicious Primal-approved drink. While many consider me to be the “guardian” of the Primal lifestyle, I am and have always been intent on finding ways to honor our Primal genes in the context of a realistic, comfortable, pleasurable 21st century lifestyle. This is simply another tool to use as part of a Primal lifestyle for those who want one. Not everyone needs or wants such a tool, but I did, so I designed it with me, my family and my friends in mind.
The $99 price point certainly ruffled a few feathers. I note that people have been commenting, “Well, it’s just whey and coconut milk. You can make your own for much less.” Sure you can. I did it for years, but I could never get the flavor exactly the way I wanted or the soluble prebiotic fibers to provide the right mouth-feel and/or not cause gas. And I always had to be near a blender; otherwise I couldn’t get the ingredients to mix well. This isn’t like some protein powder you choke down or have to mix with milk or juice. Primal Fuel tastes exceptionally good when shaken and mixed with plain water. And for some people (Atkins or other non-Primal low-carb dieters), this might be the healthiest thing they consume all day. It is also intended to be convenient, so anyone on the run or on the go can put a few scoops of dry Primal Fuel in a blender bottle and take it with them for later use (and just add water).
But yes, it’s not cheap. Of course, neither are the bulk ingredients (more than just whey and coconut, BTW!), the lab testing of every batch, the labor, packaging, the cost of shipping and doing business and everything else involved in bringing a top-shelf meal replacement to market. At the end of the day, Primal Fuel needs to be priced competitively, so what gives?
While this is somewhat unorthodox, I think it’s important that the facts are made clear and you understand how I originally arrived at the $99 price point.
The product is made in an ISO 9001 GMP-certified manufacturing facility. Raw materials are required to have a certificate of assay when delivered and are still tested for microbial or heavy metals before they are released to manufacturing. The product is tested again before I can sell it. The ingredients are all the best of the best. The flavoring and sweetening systems were intended to assist people in weaning themselves off the typical cravings for sweet drinks and represent a unique combination of some very expensive ingredients – no cheap, artificial sweeteners in sight. Ultimately, the retail price has to be based on the cost-to-manufacture, which I do with all my products. This costs a lot to make.
The price point also compares favorably to other products I have seen in the marketplace, most notably Shakeology® which sells for $119 for 30 servings and offers 17 grams of protein per serving. Primal Fuel offers 20 grams of protein, healthy fats and far fewer carbs. I think it tastes better, too.
I came to the final price point of $99 based on a few other factors:
That’s nearly $40-50 in value built into the total price of Primal Fuel when purchased on autoship.
I believe firmly that Primal Fuel is the best meal replacement on the market and that many people are going to benefit from using it – myself included. But I have heard your thoughts loud and clear, so here is what I’m going to do going forward.
Everyone that has already purchased Primal Fuel on autoship will get Primal Fuel at the new price in addition to receiving the Primal Flora, the Blender Bottle and the free shipping and handling they were promised at checkout. Everyone that purchased a single canister will be billed as if they had used the $20 coupon.
This is my attempt to respond to your feedback and make Primal Fuel available to a broader audience. I hope you’ll give it a try and see what you think.