A new high-protein, fat-free yogurt that builds upon the growing market for male-targeted yogurt products is being launched in the UK.
Powerful Yogurt delivers up to 25g of protein per 227g container, and has been introduced this week by online sports nutrition retailer Muscle Food UK. It is available in three flavours: natural, strawberry and mango.
The brand’s managing director, Robert Doyle, said: “When we carried out our market research, we noticed there was a lack of tasty, fresh, natural sources of protein available to consumers. Many of the existing products were either simply fortified with protein or contained too many unpronounceable ingredients to deem them ‘healthy’. “We wanted our yogurt to be a simple proposition made from just milk and yogurt cultures, with no artificial preservatives or sweeteners.”
The yogurt, made in Ireland, has already been awarded the yogurt of the year award at the 2013 World Dairy Innovation Awards held in Lucerne, Switzerland. Its introduction will be followed later in the year by Powerful Yogurt bars and yogurt drinks.
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