Lactalis launches B2C post-workout protein products, boasting “purest form” of whey

26 Jan 2022 --- Lactalis is stepping into the post-workout recovery space, launching two consumer-facing protein items for US fitness enthusiasts and athletes.

The UP2U Recover protein drinks and UP2U Recover unflavored protein powder are made with “the purest form” of whey protein, also known as “native” protein powder, the company notes.

“Consumers can use UP2U Recover products to help embrace a healthy lifestyle, balancing fitness needs and hectic daily life,” says Jean-Luc Bruandet, president and chief executive officer, Lactalis American Group.

“They offer a fast, optimized recovery using clean, minimally processed ingredients for those looking to be fit, active and take care of their bodies.” 

This move comes as Lactalis builds its portfolio of high-protein ingredients. The company recently launched a high-protein concept targeting sports nutrition and healthy aging. Available as high-protein shakes and high-protein pudding, the items include used Pronative native micellar casein and Pronativ native whey protein. 

Sports nutrition is opening up beyond athletes to health-conscious consumers.High-protein offerings
The flavored protein drinks are offered in peach mango and blood orange. They feature a formula of fast-absorbing protein, carbohydrates and electrolytes, stimulating muscle recovery within 30 minutes after physical exercise. It contains 17 g of protein, 955 mg of electrolytes and 10 g of carbohydrates. 

As part of its production, the company says it collaborated with accomplished endurance athletes and tested for banned substances under the Informed Sport Program. 

The second most popular health claim on dairy products in the US is source of protein, according to Innova Market Insights data for 2021. Notably, 27% of dairy products launched in the US in 2021 featured a protein positioning, in contrast to just 13% for the rest of the globe.

Wheying the advantages
In a bid to be versatile, the UP2U Recover whey protein is unflavored so it can be used as an addition to other foods and drinks. 

“This minimally-processed protein powder offers greater amounts of leucine – the key amino acid for muscle-building,” highlights the company. One serving offers 17 g of protein and 0 g of carbohydrates.

Whey protein items are becoming increasingly specialized, with companies optimizing the taste performance and a link with increased immunity. 

Lactalis’ launch comes as companies are eying the sports nutrition sector, which is “just getting started.” 

In November, Solabia-Algatech Nutrition released AstaPure Max, a magnesium glycerophosphate, vitamin B6 (pyridoxine) and AstaPure Arava multi-blend that reduces post-exercise muscle pain and fatigue.

Edited by Andria Kades

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