New Soup, IAMSOUPER Enters High Protein Diet Market

28 Jun 2016 --- UK manufacturer IAMSOUPER has released a new high in protein, low in fat and long-life soup product. The soup aims to target the on-trend, high protein diet market, whilst also revitalizing the struggling tinned soup market. High protein diets have never been so popular. Over the last decade, the macronutrient has become increasingly recognised for its ability to aid weight management and hunger management, as well as benefitting muscular and cognitive health.

Often followed by a young demographic looking to consume more protein alongside exercise and an active lifestyle, the recent emphasis on high protein diets has lead to a flurry of high protein products hitting the market.

Barney Mauleverer, director of new high protein soup, IAMSOUPER, told NutritionInsight: “We’re not sure that the general public really understands what protein is or does, but most people have heard it’s a good thing.”

His new soup product claims to be high in protein, low in fat and offers the convenience of a 12-month shelf life - all whilst looking and tasting like fresh soup.

“IAMSOUPER is bang on trend - high in protein, low in fat and bursting with wholesomeness. It’s also free from artificial additives,” explains Barney.

He also believes the soup offers consumers a fast, healthy and convenient alternative to the traditional tinned soup, saying, “The long life soup category has been in free-fall for the last four years, and now we can make long life soup taste great.”

The low fat, high protein soup is likely to be met with high demand, after the media’s recent focus on reducing sugar, fats and calories.

“The high profile media focus on reducing excessive sugar is pushing consumers to be more discerning when looking for fast and nutritious meal time solutions. They’re looking for more and more protein with fewer calories, less sugar and less fat.”

The high protein diet trend is set to continue, with Innova Market Insights research showing that 70% of US consumers consider products higher in protein an important influencing factor in trying a different brand of food or beverage.

“Protein is here to stay”, says Barney, “but we think the labeling rule makers do need to catch up. Even today there is a rule stating you cannot claim the gramage of protein on the front of pack”

“The claim that protein ‘makes you feel fuller for longer’ is widely understood as a benefit amongst researcher, but the labeling rules do not allow such a claim at present, and we’ve been lobbying for it to be accepted.”

The IAMSOUPER range is available in UK Supermarkets, Asda and Sainsburys.

by Hannah Gardiner

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