ISM – Protein balls follow the healthy trend

Claire Rowan is group technical editor, magazines, FoodBev Media. This is a personal blog and views expressed are her own.

On my way to explore some of the healthier snack options I had spied in the aisles of ISM in Cologne, I was lured onto Noi Sirius’ stand, which was busy with Asian visitors and creating quite a stir with its novel Aktiv Próteinbitar chocolate coated protein balls to which it has added new flavours.

Based on isolated whey protein, the balls use real chocolate and come in a handy reseal pack, which overcomes the traditional issues of oversized protein bars that have been the source of complaints from consumers seeking a high protein snack.

Noi Sirius spent many years perfecting the formulation to create a pleasant, not grainy or excessively chewy texture as is often the case with high protein formulations.

“It took us four years to develop the product (which was launched at ISM last year) because getting the right consistency as well as flavour was a challenge. We had to minimise the graininess to create a nice chewiness,” said Auðjón, brand manager at Noi Sirius of Iceland. “The development was made in response to demand from our customers for an alternative to chocolate protein bars, which they find too big or not so tasty.”

Designed to appeal to body builders and general health conscious consumers alike, the all-natural, protein balls are now available 5 varieties, including banana, ginger, coconut, strawberry and now bourbon vanilla flavour, and contain 20g of protein per 100g flat bottom, resealable pouch pack.

“We distribute from Iceland all over Scandinavia, South Korea, Africa and everywhere,” said Auðjón, who explained that the product is sold through both retail outlets and gyms. “We are now getting into the US where protein is a big market. There is a lot of interest from Asia, the Middle East as well.”