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UK food and drink manufacturer Aimia Foods has entered the sports nutrition market with the introduction of a range of clear whey protein powders, called Isovibe. Isovibe is available in four flavours: peach & raspberry, cherry & apple, lemon & lime and mango & passionfruit. The products are made with fast-absorbing, hydrolysed whey protein isolate and developed using real fruit powders. The powders are sugar-free and contain 22g of protein and 93 calories per serving. Ethan Duffey, assistant brand manager at Aimia Foods, commented: “We are seeing very little innovation in the category currently, and we were keen to bring to market a fun, exciting, and accessible option to plug that gap for consumers. The feedback has been highly positive in initial consumer trials, which is hugely encouraging.” He continued: “Offering a refreshing alternative with packaging just as vibrant as the taste, the four Isovibe shakes provide an effortless solution whether at home or on the go”. Isovibe clear whey protein is available in B&M stores for £12.99.