Protein boost for Boost: Nestlé ups the content in flagship “adult nutrition” product

14 Aug 2018 --- Nestlé’s flagship adult nutrition high protein drink, Boost, now packs an even bigger protein punch. The company has increased the protein content of Boost in the US from 15g per serving to 20g – a protein increase of 33 percent – in a bid to appeal to the 51 years and older demographic. The use of protein as a source of strength and recovery aid is no longer limited to marathon runners. This is clear as nutritional demands from the senior demographic spurs higher protein NPD.

New research spurred the decision to revamp the nutrition product with more protein. “New research shows that more than one in three adults’ ages 51 years and older are not meeting minimum daily protein requirements. Consumers are learning more every day about the importance of protein and potential shortfalls in their diet. Additionally, consumer interest in the sources of protein will continue to grow,” a Nestlé spokesperson tells NutritionInsight.

Furthermore, as the protein trend continues, consumers are actively looking for products with the highest protein levels. “As protein becomes increasingly relevant, the ‘High Protein’ expectation is shifting from 10-15g per serving to 20-30g per serving. Therefore, consumers in the nutritional beverage category are looking for 'protein + other functional benefits' and protein in drinks is an expectation too.”

In this way, Boost also supplies a range of benefits alongside its high protein status, the spokesperson explains, including 26 vitamins and minerals and 240 calories per serving.

FDA regulations state that products that contain 20 percent or more of the daily value (10g of protein or more) are considered to provide excellent sources of proteins, thereby marking Boost out as a very high source. This falls in line with recommendations from experts, the spokesperson says, which “have called for high protein intakes to support healthy aging. Higher protein intake has been positively associated with higher bone mass density, slower rates of bone loss, and preservation of muscle mass.”

“Thus, as a leader in the high protein adult nutrition category, Nestlé increased the protein content of its flagship,” in order to make it “easier for consumers to get the daily amount of protein they need to support muscle health and everyday living.”

The protein trend shows no signs of stagnating, with strong NPD in both the sports nutrition and seniors categories. NutritionInsight has previously reported on how protein is the name of the game in senior nutrition, with Nena Dockery, Technical Services Manager at Stratum Nutrition noting how the demands of the over 50s can be targeted.

She explains that in order “to meet these needs, the industry must stay in tune with the evolving needs of this group and offer functional food and supplement choices in convenient forms that can help them protect their minds, slow the visual signs of aging, and keep them active.” 

By Laxmi Haigh