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1440 Foods-owned protein bar brand, Pure Protein, has launched All In One Protein Powder, specially crafted for people using GLP-1 medications for weight loss.

The new protein powder blends whey protein, collagen and fibre, simplifying consumers' daily nutrition in one scoop.

The new powder contains 25g of protein, 10g of collagen, 6g of fibre and 14 vitamins and minerals per serving. Available in two flavours, Creamy Vanilla and Rich Chocolate, the new powder is a convenient and affordable way to address the side effects of nutrient deficiency that some users of GLP-1 medications experience.

Its blend of proteins, vitamins and minerals supports immunity, skin, joint and bone health, energy metabolism and digestive function, while also promoting building and maintaining muscle, which is critical for people experiencing rapid weight loss.

Joe Stanzione, manager of regulatory and nutrition scientific affairs at 1440 Foods, said: “Common supplement routines involve multiple products which can be very costly to maintain, and very few protein powders are appetising or offer additional nutrients required to meet one's recommended daily nutrient intake.”

Stanzione continued: “In our recent consumer survey conducted in partnership with Harris Poll, we found that 85% of Americans would use an ‘all in one’ to replace or add to their current routine, so our latest Pure Protein formulation is giving consumers something we know they want and need to support their daily wellness and weight management goals”.

Alex Fishman, brand director at Pure Protein, added: “As the dietary supplement market in the US becomes increasingly more congested and expensive, users and especially those taking GLP-1 medications are seeking simplified, yet effective solutions to help them achieve their health and fitness goals. Pure Protein is proud to be a leading and trusted innovator of nutrient-dense protein products, and to offer our customers a new formula that makes complete nutrition easy.”

Weight loss drugs like GLP-1 have been a hot topic in the F&B industry over the last few months. Analysts predict these medications to shake-up global equity markets, impacting shares in F&B companies in response to potential changes in consumer behaviours and food consumption.

Last month, F&B giant Nestlé launched Vital Pursuit, a new line of food products designed to accompany GLP-1 weight loss medication users and those focused on weight management.

Pure Protein's All in One Protein Powder is available to purchase at select US retailers now.

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