Clear choice: Arla Foods Ingredients presents personalized protein waters
04 Jan 2024 --- Arla Foods Ingredients is honing its clear protein portfolio with ready-to-mix solutions tailored to consumer activity levels, ranging from weight lifters to yoga practitioners.
The three protein water concepts feature specific functionalities like more muscle-building capacity or a milder taste. Two of the three prototypes feature novel whey ingredients just breaking into the drink market today, Lacprodan BLG-100 and Lacprodan ISO.WaterShake.
Nutrition Insight speaks with Thomas Andersen, head of global sales at Arla Foods Ingredients, who shares why protein drinks were due for an update and what makes the latest ingredients stand out.
“The power of the sports nutrition segment is huge, and there has been little to no innovation for many years. For decades, the ready-to-mix powder segment has always been these milky-appearing products with the standard three flavors of chocolate, vanilla and strawberry,” says Andersen.
Thomas Andersen, head of global sales at Arla Foods IngredientsReaching a mainstream audience
Protein powders comprise 46% of the entire sports nutrition market, notes Arla Foods Ingredients, and research shows that they appeal to the full spectrum of health-conscious shoppers.
Over 20% of consumers in the Active Nutrition and Lifestyle Nutrition categories (who do not prioritize exercise as highly as Performance Nutrition consumers) drink powdered beverages at least once a week.
“With sports nutrition going much more mainstream, flavor is very important, and that’s why we ventured into this ready-to-mix clear powder segment,” notes Andersen.
Recognizing that water is being taken to new heights, Innova Market Insights recently named “H2.0: Quenching the future” as one of its Top Ten Trends for 2024.
Arla Food Ingredients’ three refreshing concepts target three separate consumer groups: Go Premium, Go Fresh and Go Natural.
Reinventing the post-workout shake
Go Premium targets performance nutrition consumers who are looking for a refreshing post-workout beverage that can help them rebuild muscle.
This melon punch-flavored beverage is based on Lacprodan BLG-100 — a beta-lactoglobulin with 99% purity, allowing for more efficacy in smaller doses. This ingredient is expected to hit the sports nutrition beverage market this year.
“Lacprodan BLG-100 comes from a whey protein isolate that we have separated out the different fractions from to concentrate the most important essential amino acids,” says Andersen.
Lacprodan BLG-100 is 43% higher in leucine — the amino acid that boosts muscle protein synthesis — compared to other whey proteins on the market.
The resulting ingredient is “way superior” to the standard milky whey shakes of the past, Andersen emphasizes. “In this case, less is more.”
He adds that standard protein waters can produce a dryness in your mouth. “Here, you don’t have that. It’s just like drinking flavored water.”
Go Premium contains Lacprodan BLG-100, which is 43% higher in leucine compared to other whey proteins on the market.Keeping it fresh with light-exercise consumers
The Go Fresh beverage concept is positioned for active lifestyle consumers, like those who regularly run or bike ride. It’s made with Lacprodan ClearShake — a 100% whey protein isolate — into a refreshing lactose-free lemonade drink.
This formulation is for consumers who aren’t specifically looking for a post-workout solution but still want the benefits of whey.
Andersen shares that this ingredient has been on the market already for about a year and a half and is picking up in Europe and the US.
Go Natural is a cucumber mint, fruit-infused ice water shake for the everyday “free lifestyle” person, like those who practice yoga. It is produced with Lacprodan ISO.WaterShake, a 100% whey protein isolate, that was selected for its mild, watery taste and high transparency.
“This is literally just like drinking water. It has 20 g of protein in a 300 ml shake, which you won’t find anywhere else on the market.”
Its flavor and clean texture are positioned for active nutrition consumers who want natural products that support healthy lifestyles.
“This has something you could imagine having in a jar in the fridge to give to kids because it tastes just like flavored water, but with a boost of whey protein.”
Andersen says the company has seen significant interest in Lacprodan ISO.WaterShake and brands are already close to bringing the ingredient to market.
The latest launches build on Arla Foods Ingredients’ previous innovations in proteins, such as its Nutrilac ProteinBoost last year, which appeals to consumers looking for improved protein quality.
The three beverage concepts were first presented to the US market at SupplySide West, which took place in October of 2023 in Las Vegas, Nevada.
by Missy Green
