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Crunch Fitness Blows Smoke on Post-Workout Recovery with Protein Vapes
01/04/2026
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01/04/2026
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Familiar Creatures delivers the latest health craze for April Fools Day
We’re living in a moment where protein has officially crossed into every corner of culture. From protein doughnuts to protein pizza, even protein soda, the category has gone from niche to mainstream obsession
Now, Crunch Fitness has pushed the conversation even further with its boldest take on recovery yet. Introducing Protein Vapes, ‘Muscle Mist.’
Designed to deliver 35g of pure whey protein in just a few satisfying drags, Crunch’s revolutionary “protein vapes” reimagine post-workout recovery for a generation that values convenience, speed and a little bit of edge. By transforming a traditionally bad health habit into a functional fitness tool, Crunch is tapping into the evolving ways consumers think about wellness and indulgence
The campaign to support the launch was conceptualised in partnership with Crunch’s agency of record, Familiar Creatures
The initiative is part of Crunch’s ongoing commitment to making fitness more accessible, more flexible, and more culturally relevant, meeting consumers wherever they are, both in and out of the gym
Protein Vapes will be available at select Crunch Fitness locations – only on April 1st
April Fools!
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Creative in association withLittle Black Book
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