Whey of life: Protein fortification drives RTD beverage space
28 Jan 2020 --- Demands for convenience and pleasant delivery are driving the development of protein-infused beverages. Tapping into sports nutrition trends, as well as senior nutrition, protein-fortified drinks are a way to get an additional protein boost, without added sugars and calories, in a convenient ready-to-drink (RTD) format. NutritionInsight takes a look at recent NPD and innovative ingredients in the protein fortification sphere.
Innova Market Insights data notes a 17 percent average annual growth of beverages tracked with “Added Protein” and “High/Source of Protein” claims (Global, 2015-2019). These include sports drinks RTD, sports protein-based RTD, soft drinks, fermented beverages, flavored milks and dairy alternative drinks. In addition, ready meals launches with a high protein claim reached a CAGR of 30 percent (Global, 2018 vs 2017).
Innovative protein NPD
Optimum Nutrition has also released this week a “portable protein drink.”In line with consumer demand for innovative formulations that offer added benefits, several companies have launched products that seek to disrupt the market. In this space, Premier Protein is set to launch a new protein shake in March, with the added benefit of caffeine. Dubbed Café Latte, it contains the caffeine content equivalent of one cup of coffee. In addition, the shake contains 30 g of protein, 160 calories and 1 g of sugar.
“Flavor innovation is important to avoid ‘flavor fatigue’ and offer different usage occasions for our consumers. Café Latte has been our most highly requested flavor by fans on social media and the product is a perfect way for consumers to kick start their health journey,” Jennifer Greenberg, Director of Marketing, Premier Protein, tells NutritionInsight.
The launch came with some hurdles in development, such as maintaining the good taste of the products, as well as their nutritional content, says Greenberg. “Our R&D team overcame these challenges through research and consumer testing to create our first shake with caffeine. Premier Protein keeps consumers’ interests at the forefront as we create new flavors,” she adds.
With convenience in mind, Optimum Nutrition has also released this week a “portable protein drink” available exclusively at GNC retailers. The Gold Standard 100 percent Whey Protein drink delivers 24 g of protein from 100 percent whey protein concentrate and 5.5 g of naturally-occurring Branched-Chain Amino Acids (BCAAs).
“This is a huge development for longtime fans of Optimum Nutrition protein, and for new users, who are looking for a way to supplement that fits in today’s on-the-go lifestyle,” says Sarah Lombard, Director of Brand Marketing for Optimum Nutrition. “Our research and development team worked long and hard to create a formula that offers a good taste and nutritional value.”
Paving the whey to fortified drinks
Protein fortification has been on the industry’s radar for quite some time and big players have launched ingredients that cater to the trend. Volac released Volactive Pro2O, a whey protein ingredient, specifically designed for clear drinks that taps into the sports nutrition trend. “It can make a drink look as clear as water and it tastes delicious with very little astringency. We know that it works well in the manufacturing process as well. So hopefully, this will be a big win for us in the next couple of years,” Alan Johnstone, Business Development Manager at Volac, told NutritionInsight.
Last year, Arla Food Ingredients (Arla) launched Lacprodan ISO.Water, a 100 percent whey protein isolate ingredient, designed specifically for the clear protein beverage space. It is touted as overcoming common issues in this area, including taste and dry mouthfeel. In 2018, AFI also launched a concept that allows manufacturers to create a protein shot made exclusively with whey as a protein source. The “Protein Extreme” concept packs 20g of high-quality whey protein into a convenient 100ml, low-calorie serving. FrieslandCampina Ingredients DMV released an “ultra-clean” whey protein isolate called Nutri Whey Isolate. It is a a pure, clean-tasting, nutritionally balanced protein that can deliver unprecedented clarity in protein water and clear drinks applications.
As protein fortification maintains its appeal among health-conscious and active consumers, the proliferation of the trend seems inevitable. Moreover, the rise of vegan diets has also spurred alternative proteins innovations in the fortified beverages space.
By Kristiana Lalou, with additional reporting by Katherine Durrell
