Sports nutrition brand The Protein Works is launching the world’s first protein popcorn, Naked Protein Popcorn. It has kept the high levels of polyphenols and antioxidants that occur naturally in popcorn and enhanced them with whey protein and organic coconut oil, and sweetened them with stevia extract.
“The popcorn has been a huge success and took social media by storm,” said co-founder Nick Smith. “We sold out in a matter of hours as the hashtag #ProteinPopcorn went viral around Twitter. We’re overwhelmed by the response and are so glad people share our passion for unique and healthy snacks.
“We’ve had a great first year, but we feel the best is yet to come. We have a pipeline of totally unique products and are joining forces with experts outside the sector to combine expertise in what will be some pretty exciting collaborations, so watch this space!”
Market analyst Mintel reports that, in 2013, the UK popcorn market was worth £53m, with sales having increased nationally by 10% in 2012. Parallel to this growth is the emergence of the discerning, health-conscious consumer group that doesn’t want its popcorn dripping in toffee and other unhealthy additives. In 2010, Datamonitor identified this group as a ‘lifestyle user’ and it is believed this particular customer is key to the development of the sports nutrition sector.
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