Arla Foods Ingredients is demonstrating how its whey solutions can be used to create clear protein shakes targeting a range of different consumer segments.
Protein powders comprise 46 % of the entire sports nutrition market1, and Arla Foods Ingredients research shows that they appeal to the full spectrum of health-conscious shoppers. Over 20 % of consumers in both the ‘Active Nutrition’ and ‘Lifestyle Nutrition’ categories (who do not prioritise exercise as highly as ‘Performance Nutrition’ consumers) still consume powdered drinks at least once a week.2
As part of its ‘Go Clear’ campaign at SupplySide West (23rd to 27th October in Las Vegas), the nutrition leader will showcase three new clear whey powder concepts. Flavored to appeal to US markets in particular, each demonstrates how the right whey ingredient can meet the specific needs of consumers in a particular segment:
Go Premium: This clear shake targets performance nutrition consumers seeking out next-generation products. It is based on Lacprodan® BLG-100 – a pure beta-lactoglobulin. Packed with nutritional power and 45 % higher in leucine than other whey proteins, it is ideal for boosting muscle protein synthesis post-workout.
Go Natural: Made with Lacprodan® ISO.WaterShake (100 % whey protein isolate), this fruit-infused water shake creates new opportunities for flavoured waters. Its delicate flavours and clean texture are ideal for active nutrition consumers who want natural products that support healthy lifestyles with no compromise on taste.
Go Fresh: This thirst-quenching shake is made with Lacprodan® ClearShake (100 % whey protein isolate). Its refreshing lemonade taste makes it ideal for lifestyle nutrition consumers who aren’t specifically looking for a post-workout solution, but still want the benefits of whey.
Troels Nørgaard Laursen, Director for Health and Performance at Arla Foods Ingredients, said: “Today’s sports nutrition market is hugely diverse. While shakes are popular across the board, every consumer group has its own preferences – from the hardcore enthusiasts looking for premium ingredients and functionality, to “healthy lifestyle” consumers who prioritise taste and naturality. Fortunately our range of high-quality whey ingredients is wide enough to meet every need, so no matter which segment brands are targeting, there’s a perfect ready-to-mix solution.”
Other concepts on show at the company’s booth (#6549) will include a protein cold brew, and a tea latte RTD, both featuring Lacprodan MicelPure®. Containing 86 % native protein and naturally high in calcium, this micellar casein isolate was recently certified by the Non-GMO Project, offering another advantage to North American brands.
1Euromonitor International, 2023 2HealthFocus® International Trend Study, 2022
Arla Foods Ingredients has launched a new concept that brings together whey protein and electrolytes, targeting two of the most important sports nutrition goals.
With fluid loss of just 2 % reducing athletic performance by around 10 %1, and awareness of the importance of replenishing electrolytes growing, rehydration is fundamental to sports nutrition. Science also demonstrates the importance of restoration, with protein intake between sessions driving optimal muscle recovery.2
Unsurprisingly, active consumers are heavily focused on rehydration and restoration, with 43 % looking for added protein in exercise related-products and 28 % favouring those with electrolytes.3
Arla Foods Ingredients’ new ‘Rehydrate and Restore’ concept demonstrates how brands can meet both needs without sacrificing on taste. The clear refreshing RTD beverage solution features Lacprodan® SP-9213, a whey protein isolate that retains its functionality when combined with electrolytes.
Packing 25 g of whey protein into a convenient 500 ml bottle, it allows on-pack claims such as high-protein4, as well as “contains electrolytes”, low sugar and low lactose. With a light refreshing taste, it is optimised for a range of different flavours.
Mathias Toft Vangsoe, Sales Development Manager, Health & Performance Nutrition, at Arla Foods Ingredients, said: “The high-protein and hydration trends are two of the most important drivers in sports nutrition right now – as demonstrated by the popularity of functional waters. This inspirational new concept shows how brands can help consumers simultaneously rehydrate and recover with beverages that contain both electrolytes and high-quality protein. This is a combination that many of our customers have asked us for, and we’re delighted to help them meet two of the biggest needs in the sports nutrition space.”
1James, L. J., et al. (2017). “Hypohydration impairs endurance performance: a blinded study.” Physiological Reports 5(12) 2Kato, H., et al. (2016). Protein requirements are elevated in endurance athletes after exercise as determined by the indicator amino acid oxidation method. PLOS ONE, Public Library of Science. 11. 3HealthFocus® International, Global Trend study, 2020 4EU Regulation (EC) 1924/2006 and 21 CFR Part 101
Arla Foods Ingredients’ Novel food application for its BLG (Beta-lactoglobulin) ingredient, Lacprodan® BLG-100, has received a positive EFSA opinion.
The European Food Safety Authority (EFSA) has published an opinion that BLG is safe and suitable for use in food products in the EU. It has submitted its findings to the European Commission, which is expected to grant final authorisation later in the year.
When this process is complete, Lacprodan® BLG-100 will become Arla Foods Ingredients’ first product approved under the new Novel Food Regulation (EU) 2015/2283. It will be able to be used in categories including sports nutrition,health foods, and foods for special medical purposes.
In October 2021 Arla Foods Ingredients became the first supplier with the capacity for commercial production of pure BLG. Lacprodan® BLG-100 contains 45 % more leucine than commercially available whey protein isolates.1 This, coupled with its palatability, makes it an ideal solution for medical nutrition applications, where it can help minimise the loss of muscle mass and maintain mobility.
Lacprodan® BLG-100 also provides 26 % more essential amino acids and 40 % more branched-chain amino acids than commercially available whey protein. This opens up new opportunities in sports nutrition applications, in particular clear ready-to-drink beverages and powder shakes.
Niels Østergaard, Vice President, Innovation at Arla Foods Ingredients,said: “BLG is unique – in fact it’s basically a whole new protein category. Its combination of purity, amazing nutritional quality and appealing taste will create a world of new opportunities in medical and sports nutrition. We’re delighted by this decision, and proud to have led the way in the development of a game-changing new ingredient.”
1Gorissen et al 2018
The Supervisory Board of AGRANA Beteiligungs-AG appointed Mr Markus Mühleisen, MBA, (54), to the position of CEO of AGRANA Beteiligungs-AG for a period of three years with effect from 1 June 2021. Originating from Düsseldorf (Germany), this manager succeeds Johann Marihart (70), whose mandate as CEO was extended by a period of three months and who will enter retirement on 31 May 2021. Mühleisen will be responsible for the areas of communication, strategy, human resources and business policy, among others.
For Chairman of the Supervisory Board, Erwin Hameseder, who oversaw the selection process for the new CEO, Markus Mühleisen has all the relevant qualifications and experience to lead the AGRANA Group: “I am delighted about the appointment of Markus Mühleisen. He has acted successfully in diverse management positions and has considerable international experience in the food and luxury food industry. Markus Mühleisen will ambitiously strive to continue the successful development of AGRANA.”
Markus Mühleisen has been active in the food and luxury food sector for more than 20 years, including positions at Nestlé, General Mills and, since 2018, at the international dairy group Arla Foods as its Group-Vice President. He has comprehensive international management experience, particularly in the areas of marketing and strategy. “The AGRANA Group is a strong, innovative and well positioned company with lots of potential. I am very much looking forward to writing the next chapter in the company’s success story alongside my fellow board members and the entire AGRANA team,” says Markus Mühleisen.
At its meeting on January 29th, the Supervisory Board of AGRANA Beteiligungs-AG expressed its deep-felt appreciation to Johann Marihart for all his work as CEO over what has been nearly three decades. AGRANA Supervisory Board Chairman Hameseder: “The successful development of AGRANA has been closely linked to Johann Marihart. Under his leadership, AGRANA grew to become a successful international industrial player. Revenues have increased seven-fold during the Marihart era. Besides the successful expansion in Europe, one of his other major achievements has been establishing the Fruit Division. He was central to the Company establishing a further division for diversification purposes – a strategy which has paid off particularly during difficult economic times and one which makes AGRANA fit for the future.”
Arla Foods Ingredients is injecting some fizz into the sports nutrition category with its new Lacprodan® HYDRO.Clear. The advanced 100 % whey protein hydrolysate solution is specially developed for formulating sparkling protein waters.
Lacprodan® HYDRO.Clear is fat and sugar-free and delivers optimized taste, a low bitterness profile and long shelf life. It is lactose-free, low in energy, very low in salt and easy to flavour.
Full-scale factory trials have shown that Lacprodan® HYDRO.Clear can be used to produce sparkling water products with up to 6 % protein. This makes it straightforward for sports drinks manufacturers to create crystal-clear, sparkling, high-protein RTD beverages with strong health credentials.
Joe Katterfield, Health and Performance Nutrition Development Manager at Arla Foods Ingredients, said: “With Lacprodan® HYDRO.Clear it is possible to produce a great-tasting, high-protein sparkling water. This means that sports nutrition brands can launch, for example, a standard 330 ml can containing 20 g of whey protein per serving, making it perfect for sports nutrition users. The concept is also ideal for lifestyle and soft drink brands, as it allows them to offer a great source of protein in convenient and refreshing on-the-go format that will appeal to all ages.”
Sales of sports protein drinks increased by an average of 9.5 % a year between 2013 and 2017 and are forecast to grow by 8.4 % annually between 2018 and 2022 – highlighting consumers’ thirst for these products. Sales of functional and fortified waters, meanwhile, rose by 4 % a year from 2013-2017 and are forecast to grow by 6 % a year from 2018-2022. The carbonates segment is also robust, with a 22 % a year increase in new launches globally between 2007 and 2017.
Joe Katterfield added: “Market conditions are ideal for launching sparkling protein waters targeted at sports nutrition users, a group of consumers who are always on the look-out for products that deliver high levels of whey protein in a convenient format. However, for technical reasons – primarily related to issues around taste and bitterness – there are currently no sparkling protein waters on the market made exclusively with whey. In this respect, Lacprodan® HYDRO.Clear is a game-changer, enabling manufacturers to incorporate 100 % whey protein hydrolysate into crystal clear carbonated beverages.”