Plant power: Optimum Nutrition launches brand's first plant-based protein

23 Feb 2018 --- Performance nutrition supplier Optimum Nutrition ("ON") is expanding its Gold Standard protein line with the brand's first plant-based protein powder. Fitting nicely within the trend toward plant-based offerings to suit athletes of all levels, ON Gold Standard 100% Plant has a multisource blend of premium, plant-based protein that delivers a complete profile of essential amino acids, outstanding taste and texture, without any artificial flavors, colors or sweeteners.

“We worked to develop a premium offering to serve the growing population that prefers plant-based protein sources as part of their personal diet plans. It was our goal to develop a plant-based protein option that represents the level of quality, nutritional value, texture and great taste that is so closely associated with the ON Gold Standard brand,” says Stuart Heflin, Director of North American marketing for ON.

The trend in plant-based foods is not likely to slow down any time soon, according to Innova Market Insights. The CAGR in products featuring the plant-based claims (i.e. “plant based” “plant-based” “100% plant”) has been +60 percent from 2012-2016. It is important to note the very small base for these launches, however, at 0.3 percent. Among the reasons for the interest in a plant-based diet, people often cite improved overall health, weight management, a desire to eat clean or personal convictions. Protein is also still strong, with +28 percent CAGR reported in products with an “added protein” or “high/source of protein” positioning from 2012-2016.

“Whatever their reasons for choosing a plant-based protein, consumers should not have to compromise on taste and texture,” says Heflin. “We heard the common concerns about plant proteins – including aftertaste or chalky texture – and innovated to eliminate them. We created ON Gold Standard 100% Plant to taste great and mix easily, and we believe people will be very excited about the result.”

Optimum Nutrition Gold Standard 100% Plant is non-GMO and certified USDA Organic. Made from a blend of organic pea, organic rice and organic sacha inchi proteins, it delivers 24 grams of complete protein per serving. It includes a gluten-free complex of ancient grains including amaranth, quinoa, buckwheat, millet and chia as well as organic pomegranate powder. In addition to supporting muscle recovery, ON Gold Standard 100% Plant also contains 100 percent of the Daily Value for Vitamin C and is an excellent source of Vitamin B12, the company reports.