Health Ingredients Europe (HIE), the international ingredients event held in Amsterdam earlier this month, showed the high protein trend is definitely more than just a fad.
Volac, one of Europe’s leading manufacturers of nutritional whey proteins, predicts the appetite for protein, in particular dairy proteins, will continue to drive the sports nutrition category into 2015 and beyond. And as already witnessed, this will ultimately lead to a bigger demand for protein-fortified everyday products to meet the growing demand from mainstream consumer markets.
Louise Mahrra, Volac’s marketing manager – human nutrition comments: “Sports nutrition will continue to play a big part in the protein industry, especially whey protein. Sports enthusiasts have long recognised the importance of whey proteins as an essential part of their pre, intra and post workout routines. Now as more everyday consumers are beginning to understand how protein fits into their daily lifestyle nutritional needs, we will see an increased demand for convenient high protein solutions for a range of new food formats moving beyond everyday protein powders and bars.”
Based in the UK, Volac has developed a strong reputation as the supplier of choice to the European active lifestyle markets, supplying over 50% of all whey proteins to the sports nutrition industry. Volac is also the only Informed-Sport accredited company in Europe to produce high-performance whey proteins with its Volactive UltraWhey range, an important differentiator which sets them apart from the competition.
Louise adds: “The ever increasing demand for protein will present exciting innovation opportunities for food manufacturers, retailers and branded businesses to develop new products that meet the needs of the mainstream consumer markets to address this rising trend for protein-fortified products.”
Volactive ProCrisp, the light and crispy protein sensation which was a key feature of Volac’s presence at HIE this year, is an ideal solution for food manufacturers looking to overcome many of the formulation issues associated with other proteins, such as taste and texture.
Visitors to Volac’s stand during HIE were able to sample a range of products made using Volactive ProCrisp, from bite-sized protein-enriched chocolate balls to great tasting protein bars and savoury grissini bites.
Louise Mahrra is marketing manager – human nutrition, at Volac. This is a personal blog and the views expressed are her own.
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