The evolution of Xtend and what it means

You may have recently noticed that we rebranded from Scivation to Xtend, and this resulted in a new label. You may ask yourself... Why? And the answer is fairly simply...

We love the Scivation name. We are proud of its heritage, prestige, and legacy in sports nutrition. Scivation was the catalyst that brought about XTEND, which has become the World’s #1 BCAA Brand.

However, Xtend has taken on a life of its own, and can now stand on its own to represent the core tenets of Scivation: science, innovation, quality, research, results, and complete customer support. We want to build and lead with the Xtend brand because of its strength and significance, what it means to our fans, and its position in recovery as The World’s #1 BCAA Brand.

If you're an old school Scivation consumer, you notice that the new Xtend Original's flavor profile is a bit different as well. This stems from solid consumer feedback to reduce artificials, so that's what we did! The new Xtend Original has a significant reduction of artificial sweeteners which did have a small impact on the comparative taste to the previous generation of product. For many new and existing customers, the feedback has been great, but for some legacy consumers, the difference may be detectable. Nevertheless, do know that we're evolving with the consumer mindset in mind and we want you to stay aboard the performance, recovery and hydration train!