Natural dairy ingredients for sports nutrition
15 Jun 2018 | Glanbia Nutritionals
Glanbia Nutritionals has launched a clean label naturally based dairy protein product primarily aimed at ready to mix powders: Truly Grassfed Protein. “This ingredient targets an audience in a means that is all about communication. Consumers now are much more interested in the messaging of the end product and its origin. So we have a product that is 95 percent certified grassfed WPI, which is all about certifying the cows that are on the grass and certifying the level of grass that they are consuming. It is also about communicating the animal welfare part of the messaging and basically that the cows are treated in a responsible manner,” says Paul O’ Mahony at the company.
This is Rob Wires at Vita Foods Europe in Geneva, and I'm here with Paul O'Mahony from Glanbia Nutritionals, and Glanbia are really presenting one of the products they have is called truly grass-fed protein, which is kind of a more clean label sort of natural solution for for the sports nutrition sector.
Paul, how does this meet today's trends and what can you give a bit of the background to this ingredient?
Yeah, this ingredient has been developed by us for about a year and a half, and it's basically targeting.
An audience that's, it's all about communication.
So communicating the consumers now are much more interested in the messaging of the product, its origin, where it comes from.
So we have a product called 95% grass fed certified.PI.
It's produced in Ireland.
We market it.
It's got a brand and a logo called Truly grass fed.
So it's all about certifying the, the cows are out on grass and it's certifying the level of grass that they're consuming and it's all about communicating the animal welfare part of the the messaging and basically that the cows are the, the, the animals are treated and the cows are.
Or managed in a, in a, in a responsible, manner.
It's quite interesting though, because this is kind of a bit of a departure for, for the sports nutrition sector to really be going kind of down this, this route.
Yeah, in truth, the dairy industry has always done this, but this is more getting into the deeper communication of the quality of the dairy products, where they come from, the origin.
And as the market goes more mainstream, I think consumers, we're identifying the consumers really want to know where these products come from.
The credibility they would almost want to identify with the cows and that they even the particular cows that are milking or whatever.
What type of applications is suitable for?
It's, it's primarily suitable for ready to mix powders.
It also has application in we have a range of milk proteins as as whey proteins, so they're also suitable for RTDs and beverages.
OK.
Do you have a concept here maybe you can explain a little bit.
Yes, we do.
This concept here is very simple.
It's the truly grass-fed whey protein in water.
It's unflavored, so literally it's, it's got a very, very clean flavor, showing the flavor of the whey protein as it comes from grass, and it's got a smaller level of sweetener.
So no, no flavoring whatsoever.
So consumers are actually quite surprised by how good the product tastes without actually adding any flavoring whatsoever.
When are we going to start seeing it on the market?
It's actually currently on the market, and both in Ireland and obviously your target market equally is Europe and the US.
OK, OK, your space.
Thank you very much.
You're welcome.
Thank you.
