Fonterra has launched a new protein ingredient that delivers at least 10% more protein than other standard whey proteins.
SureProtein has been made from lactic casein whey, rather than cheese whey, in what is believed to be a world first.
Released by its dairy ingredients business, NZMP, the new offering is designed for use in sports drinks and energy bars. Fonterra said that the ingredient was ‘faster acting’ than existing whey protein ingredients, and is lower in fat, sugar and carbohydrates.
It hopes that the launch will help to improve its position in the $10 billion sports nutrition market.
Fonterra lead technologist Neil Fraser explained the importance of protein in people’s diets: “People are taking more interest in their diet and health, which means as the awareness of the benefits of protein goes more mainstream, sports nutrition is no longer just for exercise fanatics.
“Protein is an important part in everyone’s diet. It is needed for growth and maintenance of all cells in the body, especially muscles. Proteins are believed to support athletic performance, but are also important for healthy ageing, especially when it comes to maintaining muscle strength and function as we get older.
“The NZMP protein has been developed and introduced to market in less than a year through the collaboration of Fonterra’s research and development centre and operations teams. It is a good example of getting more value out of our farmers’ milk by producing higher-value products.”
The cooperative has already secured orders for the new product from ‘one of the biggest producers of sports nutrition drinks in the US’.
“The Japanese are also keen to get in on the action,” Fonterra said, as companies look for a way to incorporate protein and generate a competitive edge for their products.
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