Have you noticed that front of pack labels of almost everything imaginable are adding, increasing the font size and the prominence of their protein claims? A label that says protein has what researchers call a “health halo effect” that goes beyond just the promise of protein. Whether you are looking to get a jolt of energy, build muscle, shed unwanted pounds or simply fight the aging process, there are an increasing number of foods and beverages that have protein positioning in support of these goals. Introductions of food and beverage with a high protein claim are almost 3X higher in the U.S. than anywhere else in the world, accounting for 19% of global product launches according to the latest research from Mintel. Protein as a means to sustain energy holds great appeal for consumers balancing hectic personal and family schedules and the convenience of RTD beverages is helping fill this need for on-the-go nutrition.
So, who are a few of the newcomers coming on the protein scene? Cal-Natural has a brand called Svelte with positive image based names like; “Looking Good” and “Hello Beautiful” that deliver 16g of organic soymilk-based protein per 15.9 oz. serving. The White Wave brand Silk just launched a Fruit & Protein drink with 5g of protein per serving that was developed to appeal to consumers looking for protein and juice in the morning. Fair Oaks Farms launched Core Power positioned as a “delicious post workout recovery drink for your active lifestyle” with 26g of milk based protein in an 11.5 oz. serving and FRS Healthy Protein with its patented blend of Quercetin, green tea extracts and essential vitamins serves up 20 g of whey protein in a 12 oz. bottle. These are just a few of the many examples of protein drinks that are rising to meet the diverse and individual needs for sustained energy.