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NZMP, Fonterra's ingredients and solutions brand, has launched a grade A functional whey protein concentrate (fWPC) – Pro-Optima. The release has been launched in collaboration with Tillamook County Creamery Association and Three Mile Canyon Farms in a joint venture named Columbia River Technologies. NZMP's Pro-Optima is the "first" grade A whey protein that enables protein enhancement in cultured products, especially yogurt applications such as spoonable yogurt, drinking yogurt, mousses and nutritional yogurt bars. The whey protein has been designed to unlock a range of textures in cultured dairy products while delivering multi-functional health benefits. Megan Patterson, Americas marketing communication manager at Fonterra, said: "Our Pro-Optima grade A fWPC is a first to market functional whey protein concentrate made with US milk to fuel cultured product innovation. Pro-Optima enables new product formats and adds more nutritional value to existing formats to meet the needs of increasingly health-conscious consumers".