Plant-based protein NPD: Harmless Harvest launches new line of coconut-based snack beverages

19 Sep 2019 --- Harmless Harvest has launched a new plant-based protein and coconut drink made with a blend of pea, sunflower and pumpkin proteins and a combination of natural coconut fat and fiber. With the choice between chocolate, vanilla spice and toasted coconut, the organic beverages are designed as on-the-go snacks, bridging the gap between meals. The US-based brand was previously the first to launch a non-thermally pasteurized coconut water in the US, as well as the first coconut water to be Fair for Life certified.

“Harmless Harvest Protein & Coconut drinks are made of an original blend of plant-based proteins. Protein is an essential macronutrient necessary for many important functions in the body such as muscle, skin, and bone development, hormone production, and immune support,” says Miranda Hammer, Registered Dietitian and Founder of Crunchy Radish, commenting on the launch. “This combination of plant-based proteins includes a range of amino acids and provides an optimal source of protein in one drink.”

Each flavor of Harmless Harvest Protein & Coconut includes 12g of plant protein, 5 gr of MCTs (natural coconut fat), at least 8g of fat and 7g of saturated fat per serving, ensuring a smooth, creamy blend. The snack beverages omit the usage of stabilizers or gums and include only Fair for Life Fairtrade certified ingredients.

The Protein & Coconut drinks mark the third coconut-based product in Harmless Harvest’s line-up. The brand includes an ensemble of other beverages, such as pink coconut water as well as strawberry and coconut dairy-free yogurt drinks. 

“Protein & Coconut builds on the integrity of the Harmless Harvest coconut portfolio by continuing to uphold our Fair for Life commitment of social accountability and fair trade within our supply chain,” says Heather Cutter, Senior Vice President of Harmless Harvest.

No slow-down
The interest in plant-based nutrition shows no signs of slowing down, as health, sustainability and ethics make plant-derived products and ingredients increasingly popular. 

Innova Market Insights reports 64 percent average annual growth of food & beverages with a plant-based claim (Global, CAGR 2013-2017). One of the most significant results of the plant-based boom has been the strong rise in dairy alternatives. There has been a 17 percent average annual growth in dairy-free products (Global, CAGR 2013-2017) of these products, which include dairy alternative drinks and spoonable non-dairy yogurt. 

The Protein & Coconut snack drinks are thus riding the wave of better-for-you, organic niche-taste beverages recently dominating the market. 

This week, Danone’s yogurt brand Oikos launched a high-protein caffeinated dairy beverage that blurs the line between ready-to-drink (RTD) coffee and energy drinks. Oikos Pro Fuel also builds on the response to consumer demand for options that are high in protein of its previous launch, Triple Zero yogurt. The new product contains 25g of protein and 100mg of caffeine per 10oz bottle. The launch is designed to appeal to US consumers of energy and protein products, as well as coffee drinkers, and it sits at the intersection of three fast-growing categories of consumer packaged goods.

Remedy Organics, a US producer of functional wellness drinks, has announced the launch of Golden Mind. The RTD beverage is a blend of almond milk, DHA omega 3 (sustainably sourced from microalgae), MCT oil, turmeric, ginger, maca and prebiotics. Marketed as made with certified organic ingredients, the product offers an innovative take on the ancient ayurvedic Turmeric Golden Milk.

Edited by Anni Schleicher