NutriCentre has begun stocking premium, organic vegan super-protein brand That Protein, in a move that the brand has said “highlights the growing consumer demand for high-provenance, organic plant-based proteins and super foods”.
The range makes use of unique protein-led nutrition fusions using rarer proteins such as pumpkin seed protein. The company uses the term “super proteins” to describe its mix of plant proteins and super foods – and the range comes with a variety of health claims including those for muscles, heart, immune function and energy.
That Protein uses only raw, cold-pressed natural and organic ingredients and has no added sugars, flavourings or colourings. There are four variants – mocha, hemp and baobab, brown rice and raw cacao, and pumpkin and chia seeds – with plans to launch two further variants early next year.
That Protein founder Darlene McCormick said: “We are delighted to launch in NutriCentre and to bring the brand to as wide an audience as possible through the Tesco network. Protein-based, premium, organic and free-from consumer trends continue to rise and That Protein addresses all of those trends. In addition, customers are now more discerning about the provenance and quality of their protein and health food products and are now looking for the highest quality, premium products but still at an attractive price point and that is exactly what we are offering.”
NutriCentre head of product Gervase Fay added: “That Protein stood out for us as a brand that was entirely on trend or even slightly ahead of trend, with its organic, clean label commitment and interesting flavour and ingredient combination. It is a premium brand and something very new for the protein market. Protein and super foods have gone mainstream and many of our customers now want the cleanest health foods possible – unprocessed and closest to their natural food state and without added sugars or sweeteners. Raw, organic, free-from, premium – these are all key consumer trends that continue to gain momentum and we are delighted to be the first to launch That Protein in [the grocery channel].”
That Protein will be available in selected NutriCentre stores from 30 November with a recommended retail price starting at £12.99 for a 250g serving.
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