Protein is hot, hot, hot!
One trend that appears to be gaining real momentum, according to many exhibitors at the show, is protein.
As we walked the showfloor, we saw scores of product prototypes - especially drinks - seeking to tap into growing consumer interest in protein for satiety, body shape, lean muscle mass and energy, especially in products targeted at women.
One firm een to cash in is Ingredia, which has developed a new beverage prototype containing 14% protein - well over the 7-8% maximum seen in many rival products - that has a light texture and a clean label.
The secret is a milk protein isolate offering formulators new options in the high-protein ready-to-drink category, said marketing manager, Americas, Harmony Villemin (left), and product manager Aurelie Vromaine, who were promoting several product concepts at the show including: 'Stay Full', 'Muscle Repair', 'Active and Strong', and 'Shape Up'.
The MPI reduces the viscosity of high protein drinks by up to 88%, enables formulators to avoid additives, works with UHT, and provides a pleasant taste and mouthfeel with no odor, said Ingredia.
