Arla Foods Ingredients’ latest marketing campaign, ‘Whey Better Protein’, has launched Nutrilac WheyHi, a whey protein suitable for high temperature applications that use both direct and indirect UHT treatment, without compromising on processing capacity.
The ‘Whey Better Protein’ campaign aims to highlight how whey protein solutions offer multiple application and nutrition benefits and can enable food and beverage companies to benefit from emerging trends by entering new categories that are growing quickly.
The new WheyHi product offers 80% more whey content than standard milk protein concentrates, boosting the nutritional value of finished products its used in.
Arla also says it delivers a better taste profile compared with vegetable proteins and casein, and also claims that the technical obstacles that have made it difficult for manufacturers to add whey protein to RTD drink products without the risk of fouling before, are reduced.
This means that with WheyHi, companies can create long-life sports nutrition drinks, tea and coffee beverages, and smoothies in which 40% of the protein comes from whey, and yet still deliver a delicious flavor.
The company hopes that dairy processors and soft drinks manufacturers can exploit the huge potential offered by high-protein RTD beverages with Nutrilac WheyHi, especially with sales of RTD beverages exhibiting strong growth. Worldwide sales are set to grow by 28% between 2016 and 2020, and this trend reflects increased demand for convenience, primarily among busy urban-welling consumers.
At the same time, protein continues to cement its popularity in the mainstream beverage market, presenting companies with an excellent opportunity to tap into both trends simultaneously with high-protein RTD products. Key segments in RTD include sports nutrition drinks, iced tea and coffee and fruit smoothies – mainstream categories that are enjoying robust growth.
Inge Lise Povlsen, Category Manager for Beverage at Arla Foods Ingredients, said: ”RTD beverages are the future of the soft drinks market. They tap into growing demand for convenience among busy urban consumers who want products they can drink on the go.”
“These consumers – who are often millennials – are also looking for products that offer high quality nutrition, and whey protein is an ingredient that resonates with them.”
“Now, with WheyHi, it’s possible to overcome previous technical challenges to bring the wonders of whey into the booming RTD category.”
Source: Food Ingredients First
