Beef protein powder challenges whey-dominated market with paleo offering

28 May 2021 --- Hypoallergenic food and supplement retailer Tailor Made Nutrition has unveiled its Ultimate Paleo Protein. The soluble grass-fed beef powder is positioned as a dairy-free alternative to whey protein in sports nutrition.

The product is touted for its “great flavor profile,” mixability and ease on the stomach, according to the US-based company.

Another “whey” to build muscle
The product was initially developed to address the demand for an allergy-friendly protein supplement that wasn’t dependent on traditional dairy-based whey protein ingredients. 

Once the alternative protein powder was developed, the company’s R&D team quickly realized “they had struck gold.” 

Apart from addressing allergy- and dietary-related demographics, the new product is replete with a comprehensive list of health food labels, including:

• Hypoallergenic: The product is gluten-, dairy-, soy- and egg-free.
• All-natural: Wholesome options are used in place of synthetic ingredients.
• Grass-fed and pasture-raised: Ingredients are sourced from cows raised in a pasture with grass to eat.
• Non-GMO and antibiotic- and hormone-free.

Ultimate Paleo Protein taps into the mainstreaming of sports nutrition, with its positioning across ages and activities.The brand claims that it wants “everyone to feel completely comfortable partaking in their health-conscious protein option.” 

With that in mind, the company boasts that every ingredient is listed on the label and dosed in a meaningful amount. 

The powder is positioned for anyone from “six to 90 years old,” spanning across many ages and activities – not just for athletes and fitness junkies. 

Ultimate Paleo Protein is the first national rollout from Tailor Made Nutrition, which has operated as a brick-and-mortar store for over 12 years catering to free-from lifestyles.

Alt-sources of protein
Companies from around the globe are highlighting new forms of protein for powders. Sustainable protein sourcing from sea life, in particular, is coming to the fore. 

This January, Aker BioMarine launched Invi – a hydrolyzed krill protein isolate for powders, foods and beverages – poised as an allergen-friendly protein alternative. 

Meanwhile, Advance Protein has unveiled its “perfect protein,” which is processed from sustainably sourced seafood. 

Algae has also proved to be a powerful protein contender. Qualitas Health recently partnered with Gullspång Re:food and Grupo Indukern to boost the manufacture and distribution of its algae protein products.

By Missy Green