As a Chief Sustainability Consultant advising executive leadership across Fortune 500 organizations, I will be unequivocal. The recent redesign of Vital Collagen reflects a critical failure in strategic execution. Sustainability that degrades the customer experience is not innovation. It is misalignment. Your core consumer, predominantly millennial women, integrates this product into a highly optimized, time-constrained morning routine. This is a non-negotiable context. Any change that introduces friction at this moment directly undermines product value. The current design does exactly that. It adds unnecessary steps, requires management of a separate scoop, increases the risk of user error, and relies on packaging that does not meet basic durability expectations in everyday use. This is not a marginal decline in usability. It is a material regression. I have been a long-term customer and advocate of your product. For the first time, I am actively evaluating alternatives due solely to the added complexity. This is not a personal inconvenience. It is a leading indicator of broader customer behavior. I stress-tested this perspective across a relevant, high-density network of your target demographic. The response was immediate and overwhelmingly negative. Approximately 97 percent expressed dissatisfaction with the change. This audience mirrors your core market across major metropolitan regions in the United States and Europe. This level of alignment in feedback is not incidental. It is a clear market signal. This outcome points to a breakdown at the leadership level. Sustainability, product development, and consumer insight functions are not operating in alignment. Either customer behavior was not properly understood, or it was deprioritized in decision-making. Both scenarios represent a failure in governance. The commercial risk is immediate. You are introducing switching behavior into a category where convenience is a primary driver of retention. Once disrupted, these habits are difficult to win back. Competitors offering equivalent quality with superior usability will capture this movement quickly. This is not a long-term risk. It is already in motion. Course correction is not optional. It requires urgent reassessment of the design decision, grounded in actual customer behavior, not theoretical sustainability gains. The objective must be to deliver both, without compromise. I am sharing this assessment as a professional courtesy with the expectation that it is taken seriously at the appropriate level. I strongly recommend this issue be escalated and addressed without delay.

It is a good product, but be careful handling the container. The collagen powder mixes super easily and does not impact the taste of whatever you mix it with. However, grab the container by the side or with one hand on the bottom when removing it from the cupboard. Otherwise, the top can easily pop off, potentially leaving you with a huge mess on your hands.

In mid-life, getting out of bed can be achy. Collagen was recommended for subtle joint-ish issues so i gave it a try. I didn't wakeup feeling like an energizer bunny but the achy feeling in the mornings have gone away. Well, once i felt "cured" I stopped taking it and guess what...the aches returned. Now I'm 1 year on this stuff and all I can say is that it definitely makes a difference. It seems to also have a positive effect for my skin and hair.

This Collagen product is really good, I have noticed a change in my skin since I have been using it and I just put 2 scoops into my morning coffee and don't taste a bit of anything different. I find it to be just as good as the "higher priced" collagen products out there on the market!

Ever since they were bought by Nestle apparently their formulas and standards have changed - or at least that’s what I’ve found published in various articles. **This use to be 100% tasteless.** Now it’s awful smelling and makes everything have a somewhat bitter and possibly even orange (not in a good way) flavor. Returning the news ones. Really disappointed.

New packaging is terrible and cheap! I ordered online and received the cheap recycled container. Not worth the buy for me as it basically bends in when you grab it and it didn’t come with scoop. Too is flimsy it’s just terrible! Great product but terrible container.

I buy the chocolate and use it in my coffee. Love this product and. Have purchased more than 25. In the beginning, they had a great little scoop, but that was discontinued, which was OK. Fortunately I had saved one. Now there’s this new cardboard packaging. I understand sustainability but my senior hands could just not get the top pulled off. I ended up having to take a sharp knife to the cardboard and butcher the leg to get the product out and then transfer it to another container please, please, find a happy in between I just cannot manage this container.

As a long-time Vital Proteins customer, I received my latest shipment and was surprised to see their new "non-plastic" packaging, which looks like a canister of oatmeal. As much as I dislike this new packaging, which won't protect the product's shelf life, I was really SHOCKED when I opened the container. The container is less than half full of product. The collagen powder is not quite 3 inches, and the container is 6 1/2 inches. It is a blatant misrepresentation, and your customers deserve better, especially for the price point they pay for this product. I will not be purchasing Vital Proteins again—shame on whoever the decision-maker was at Vital Proteins who assumed the customers would not notice, or care. In the photos, you will see the darkened area of the brand-new container where the actual product is reflected at almost 3 inches.

This is one of the better Collagen Peptides I have used, it easily dissolves in my coffee, is completely tasteless and although it is pricy, I simply wait until it is available on instant savings and by extra. I will buy it at the full price if I have to but it is on sale pretty regular.

Great product. I like that it mixes easily and has no taste. I have noticed since I began using this product, my hair is stronger and healthier. I add it to my morning coffee and it mixes completely and doesn't leave residue in the cup. It is smooth and the unflavored powder doesn't ruin my coffee!!!