Volac Explores Wider Opportunities in the Sports Nutrition Market
14 Mar 2014 --- As the market for sports and performance nutrition continues to grow, Volac, one of Europe’s leading producers of whey proteins, is seeing a rising demand for protein products that meet the growing needs of today’s taste and convenience savvy consumers.
Michael Hiron, Volac’s Commercial Manager for Lifestyle Nutrition explains: “The current trend for protein is growing fast, particularly whey protein which is today frequently used in snacks, bars, soups, porridge, coffee, cereals and even ice cream. Sports performance and health products containing whey proteins are no longer for niche markets; there is a much wider demand.
Mainstream consumers are looking more towards protein as they believe this supports stamina and makes them feel fuller for longer, while at the same time providing a nutrient rich dairy alternative to high sugar content snacks and beverages.”
Food retailers and manufacturers are beginning to realise there is a potential role for protein as part of a healthy lifestyle. Volac’s high-performing Volactive UltraWhey proteins, which are currently supplied to a large proportion of Europe’s leading sports brands, are an ideal solution for this fast expanding market, which is now crossing over into all consumer groups, from those seeking an active lifestyle to athletes, and even including the ageing population.
Michael continues: “Our on-going collaboration with customers maintains our industry leading position of manufacturing products to meet the growing demands of consumers for more convenience in protein.”
During FIE, the food ingredients industry’s biggest event which took place in Frankfurt from 19 to 21 November 2013, Volac showcased a range of concept products made using ProCrisp during the event’s Innovation Tour for the Latest Trends in Food Texture. Visitors commented that the range of concepts – from bite-sized protein-enriched chocolates and great tasting protein bars, to savoury grissini bites - fit the current product trends such as breakfast cereals, savoury snacks and nutritious bars.
Volactive ProCrisp, a light and crispy protein sensation providing texture in a neutral tasting form, can be used across a range of functional protein products helping to restore, maintain and build muscle after physical activity, making this an ideal solution for this fast expanding market.
