Low-sugar demand bolsters NZMP’s protein ingredient development for snack bars

14 Apr 2020 --- NZMP, the global ingredients brand of Fonterra, has addressed an evident rising demand for lower sugar content in protein bars with the addition of three whey and milk protein ingredients to its SureProtein snack bar portfolio. The ingredients also cater to consumer texture preferences for less chewy chomps, while maintaining texturized, tasteful bars. Equipped with these new ingredients, manufacturers can now create both optimal taste and texture in high-protein bars while meeting clean label and nutritional expectations.

“One of the star ingredients in our portfolio is a functional whey concentrate, SureProtein FlexBar 510, which carries more lactose, or milk sugar, than the new range. This particular ingredient has been unable to deliver on the low-sugar demand. It therefore drove us to develop and include functional dairy protein isolates in our bar ingredient range as they are very low in lactose, enabling higher protein levels with less sugar,” Steve Taylor, Food Chemistry Manager at Fonterra Innovation, tells NutritionInsight.

As the two latest additions to SureProtein’s whey protein bar ingredients, Optibar 892 is a texture-building whey protein isolate helps with fine-tuning texture and composition. Likewise, ShortBar 825 is less cohesive compared to regular whey protein isolates and helps counter the chewiness in whey bars. This makes bars made with Shortbar 825 ideal for whey options in snack bars and those needing low sugar. SoftBar 1000 Milk Protein is NZMP’s newest arrival to its milk protein bar portfolio, which is touted as being “exceptionally soft” and providing a “relatively short chew.”

Texture is “obviously the biggest challenge for bars manufacturers,” says Taylor.More than 18 months in the making, the SureProtein ingredients demonstrated they are suitable for bar solutions ranging from dough, nougat, granola and crisp bars. “The range has utility across a wide variety of bar compositions and textures. Hence, they could be used to make a new bar or as alternative ingredients for existing lines. The ability to make great-textured, all-whey bars is an opportunity for sports nutrition brands to consider as their consumers are used to having whey protein in ready to mix powders for muscle building and workout recovery,” Taylor highlights.

Indeed, Innova Market Insights data highlights that food and beverage launches with whey protein experienced an average annual growth of 18 percent globally between 2014 and 2018. Target groups are now generally active consumers rather than just athletes.

Satiating consumer preferences
Texture is “obviously the biggest challenge for bars manufacturers,” says Taylor, alongside maintaining consistency over shelf life. “Texture has been an ongoing challenge with bars, especially at higher protein levels, and even some of the most popular bars on the market are chewier than many consumers would prefer. The ability to formulate high-protein bars that are softer for longer and less chewy enables bar brands to have broader consumer appeal,” explains Taylor.

Innova Market Insights pegged “Tapping into Texture” as its fifth top trend for 2020. According to a the market researcher’s Consumer Survey 2019, a total of 56 percent of those aged 26-35 say that they care more about the texture experience than they do about the ingredient list, compared with only 37 percent of over-55-year-olds, so textural twists can be a useful tool when targeting the young.

“In our latest protein ingredient development, Fonterra’s New Zealand-based Research and Development Centre formulated more than 1,300 bars and conducted more than 600 tests to evaluate the textural characteristics of each bar ingredient solution,” explains Komal Mistry-Mehta, NZMP Director Sports and Active Lifestyles. Further delivering clean label expectations, all three ingredients are recombinant bovine somatotropin (rBST) hormone-free and non-GMO. ShortBar 825 and SoftBar 1000 are grass-fed and made with New-Zealand dairy.

NZMP was scheduled to debut the new ingredients at this year’s Natural Products Expo West before it was canceled due to the ongoing coronavirus pandemic. The Fonterra branch was set to offer event attendees samples of its SureProtein ingredients suitable for bar delivery formats positioned as:

• All Whey Protein Dough Bar for energy.
• All Whey Protein Crisp Bar for muscle recovery post-exercise. 
• Granola Protein Bar for weight management. 
• Nougat Protein Bar catering to healthier indulgence. 

Despite the ExpoWest cancellation, Taylor asserts NZMP is currently in contact with “several [companies] who are excited about the new additions to our bar ingredient range,” he concludes. 

By Anni Schleicher