Whey out of the way? Plant-based protein drinks bolster sports nutrition growth
17 Feb 2020 --- Sports nutrition continues to accelerate towards the mainstream, and in this space Tranz’s plant-based protein waters and cannabidiol (CBD) drinks can provide a lot of business opportunities. This is according to Wiljan Daris, Co-Founder of Aminoland brand Tranz. While sports nutrition products continue to evolve, traditional whey shakes may be a thing of the past, he tells NutritionInsight. Daris also explains which new trends sports nutrition sector has begun branching out to and what future potential they may bear.
Plant-based proteins may offer environmental benefits, but they have yet to offer the same nutritional benefits of animal-based proteins, Daris notes. However, protein water is the driver of the entire sports nutrition drinks water space. “The journey starts with protein water as an alternative to whey shakes,” he says. More growth is to be expected from branch-chain amino acids (BCAA) drinks, essential amino acid (EAA) drinks and even CBD drinks.
“EAA peaks in the bloodstream are an effective way of building up muscles. BCAAs trigger muscle growth in a relatively high dose while EAAs prepare the building blocks,” Daris explains.
Away from whey
While whey protein continues to hold a stable position in the sports nutrition sector, it does present some R&D hurdles. “The solubility of whey proteins remains a challenge, as the whey shakes are not clear in color. Clients have a preference for transparent drinks because they look better. We work together with various aroma suppliers to tackle this,” Daris explains.
“Most whey shakes have to be prepared, but protein waters are ready-to-drink (RTD) and convenient to consume. Furthermore, they mask the off taste of whey. There is nothing sexy about a murky, milky drink. A clear drink from a nice can is a much more attractive option,” he continues.
Tranz's CBD and EAA-rich drinks are targeted at fit Millennials.Sustainability versus efficacy
There is an apparent demand for protein drinks, Daris affirms, with development in this space driving the trend. The target consumers are Millennials, specifically “fit, healthy people – and it needs to be sustainable,” says Daris.
Sustainability also fits in well with the company’s business strategy. Daris further highlights that customers want to have a protein beverage which should, preferably be plant-based. “Protein drinks with plant-based and fermented amino acids are a very sustainable option in sports nutrition. You cut out the animal protein part and replace this with an even better plant-based option. It is, in fact, one of the very few options in sports nutrition where the plant-based option is better in terms of sustainability than the animal protein option.”
Tranz’s EAA beverages cut out the entire animal protein supply chain. The company uses fermented EAAs and puts them into flavorful drinks, thereby skipping the entire animal protein accumulation process to get to the best possible solution for protein nutrition, Tranz asserts. Doing so cuts out the production of animal feed, the farming process, milking cows and the production of whey-based products.
The primary starting material is starch, and in most cases, cornstarch. This is fermented with microorganisms and then purified. “The level of purification will lead to feed grade, food grade of pharmaceutical grade amino acids. So it is a plant-based product, but it is not ‘plant material’,” notes Daris.
While sustainability concerns repeatedly drive market demand, plant-based protein options are not a “one-fix-wonder” for the sports nutrition sector. By definition, Daris maintains that plant proteins are less suitable for sports nutrition than animal proteins as the latter are more easily digested.
“Plant proteins are more difficult to digest than animal proteins because plants’ cell walls need to be digested or destructed for the proteins to be digested. This takes time and energy and requires enzymes. Furthermore, the amino acid pattern of plant-based proteins is less favorable than that of animal proteins.”
Nevertheless, Daris also explains that while animal proteins offer more benefits in terms of quick digestibility, you can still “do fine on plant proteins.”
“The speed of EAA’s availability in the blood is central to triggering a muscle protein synthesis response. This works best with crystalline amino acids, then animal proteins and after that, plant-based proteins.” Catering to both EAA-rich and plant-based preferences, Tranz offers Ginger Prickly Pear plant-based protein water, containing 3,300 mg of EAA.
In the pipeline
Tranz's CBD drinks can be enjoyed as an indulging drink “for fun to enjoy and to relax,” says Daris. Tranz already featured its CBD-infused beverages at Anuga, in Cologne, Germany last October, which managed to bypass EU regulations. In the EU, the use of CBD in food and beverage launches is not yet permitted, as CBD is considered an unauthorized novel food. Regulatory updates are pending to allow manufacturers to use it in food and beverage applications. However, Tranz’s CBD-infused water overcomes this hurdle as it uses pharma-grade cannabis oil whose use is more nuanced.
“CBD is trending for two reasons. On the one hand, it is a painkiller that soothes muscles and joints after sports. On the other hand, it is an indulging drink, even replacing beer or wine, just for fun to enjoy and to relax,” says Daris.
Tranz’s CBD-infused water, coined Sparkling CBD water, is available in lemongrass and ginger flavor and contains 10 mg of CBD.
In the future, Tranz plans on expanding its CBD water and EAA drink portfolios, while also experimenting with a combination of the two. “We also have contacts in food fortifications and are exploring possibilities in medical nutrition. There is a strong case for the use of proteins and EAAs in medical nutrition to support muscle growth in elderly people or people who have had chemotherapy or surgery,” Daris concludes.
By Anni Schleicher
