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Arla Foods Ingredients is set to make waves in the protein bar market with the launch of its new concept, Easy Bite.

This bite-sized protein snack aims to enhance the nutritional profile of protein bars without sacrificing taste or texture, addressing a growing demand among health-conscious consumers.

The Easy Bite snack is crafted using Arla's customised whey protein solution, Lacprodan EasyBar, delivering an impressive 40% high-quality protein in a convenient 18g serving. Notably, it contains only eight ingredients, is high in fibre and is free from added sugars and fats, as well as maltitol.

This formulation aligns with the increasing consumer preference for healthier snacking options, with a recent study indicating that 90% of global consumers consider snacking an essential part of their daily routine, influenced heavily by health considerations.

Peter Schouw Andersen, senior director of performance nutrition at Arla Foods Ingredients, commented: “We’ve created this concept to respond to the biggest trends in the protein bar market. Taste and texture are still king, but health considerations are increasingly important – particularly for younger consumers."

He added: "Easy Bite meets all these needs, offering a high-protein, low-fat, fibre-rich option that retains its softness without the need for a long ingredients list”.

One of the standout features of Easy Bite is its ability to maintain a stable texture over a two-year shelf life, effectively avoiding the common textural deterioration often seen in protein bars.

Easy Bite will be revealed during this year's SupplySide Global event.