Stanley Opens a New Front in Its War Against Yeti

"On Tuesday, Stanley 1913 launched the Vitalize Collection, a line of shaker bottles, totes and backpacks that it hopes will grow the 113-year-old company from a drinkware titan into a full-fledged lifestyle brand. The expansion mirrors one that Yeti took in 2017 when it introduced its first line of bags, a product category that has now expanded into a pillar of its business."

"Stanley's Vitalize line is also hoping to ride the wellness wave currently sweeping the U.S. The two main bags are named the Macro Method Backpack and Macro Method Tote (macros being a buzzy dietary concept in the era of MAHA's food pyramid remodel), while the Shaker Bottle is designed to keep your protein intake as consistent as your hydration (you can even store your protein powder in the small, transparent storage container that screws into the bottom)."

Stanley 1913 launched the Vitalize Collection consisting of shaker bottles, totes, and backpacks to push the company from drinkware into lifestyle goods. The move mirrors Yeti's earlier bag expansion that grew into a major business pillar. The Vitalize bags include pouches, belts, and dividers sized to accommodate overbuilt cups and tumblers, positioning them against competing designs. The Macro Method Backpack and Tote reference dietary "macros," aligning the line with wellness trends. The Shaker Bottle includes a bottom-mounted transparent container for protein powder. Several shaker colors sold out quickly, indicating strong early demand.

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