NZMP milk from Fonterra looks to help consumers manage stress

22 Apr 2021

Dairy producer Fonterra is looking to stem slumping milk sales by deconstructing the components of this dairy beverage and promoting its animal protein building blocks as an addition to applications catering to beauty-from-within and better-for-you trends.

Under the New Zealand company’s NZMP brand, the company sells milk phospholipids, which are complex lipids Fonterra says are clinically proven to help manage the effects of stress. Additionally, the dairy producer sells milk protein and whey protein concentrate.

NZMP milk from Fonterra looks to help consumers manage stress
Image via Carissa Gan on Unsplash

“By extending our portfolio into the mental wellness space, we're helping food brands tap into new consumers' needs, such as mood-enhancement and cognitive performance under stress — issues that have recently amplified due to the pandemic,” said Charlotte Ortiz, global marketing and communications manager at Fonterra in a release.

So far, NZMP’s ingredients are in over 10,000 growth category products globally. The company is focusing on promoting the profiles of its ingredients as high-protein, low-lactose ingredients that can assist in sports recovery in addition to promoting its probiotic-laden proteins that are geared toward the promotion of gut health.

Tapping into growth categories within the better-for-you segment has become a popular tactic for many legacy companies that are positioned in slow growth categories. Despite U.S. consumption of dairy increasing from 539 pounds in 1975 to 653 pounds in 2019, per U.S. Department of Agriculture Data, the majority of that growth does not stem from milk. In fact, milk has had essentially flat growth for several years and these sour sales have led to the dairy conglomerates Dean Foods and Borden Dairy declaring bankruptcy.

However, while liquid animal milk is losing ground to fast-growing plant-based alternatives, the protein market remains a surging segment. According to data from Grand View Research, the U.S. market for whey protein, which is derived from animal milk, was at $8.7 billion in 2019 and is expected to expand at a compound annual growth rate of 9.8% from 2020 to 2027. Part of this growth is attributable to the use of whey protein as supplemental protein. An article published by the Institute of Food Technologists in 2019 found nearly 55.0% of consumers in the U.S. agreed that high protein content played a pivotal role in their food purchasing decisions.

Whey protein is an advantageous ingredient for food manufacturers not only for its protein content but also for its ability to replace high fat and costly ingredients such as milk, butter, cream cheese while maintaining the same flavor, texture, and appearance as that of original formulations. Another use of whey protein is in personal care products due to its skin-hydrating and hair conditioning properties.

But Fonterra has gone beyond just protein and has innovated to introduce milk phospholipids. Marketed as a functional ingredient, these phospholipids target consumers that are concerned with the contribution of their food to their overall health and wellness, and Fonterra is selling this functional addition in the form of nutritional bars, ready-to-mix powders, and supplement sachets.

With more and more consumers interested in the functional benefits of food, and the pandemic prompting an even greater focus on the role of diet in maintaining physical and mental well-being, Fonterra’s new products place them directly in the path of growing categories.

Related news

Geltor introduces a cultured vegan collagen

Geltor introduces a cultured vegan collagen

28 Jun 2021

California-based cultured protein startup Geltor announced that it will release what it describes as the world’s first vegan collagen product, PrimaColl. This animal-free collagen will be available in mid-2021.

Read more 
Functional ginger extract found to aid with dyspepsia disorder

Functional ginger extract found to aid with dyspepsia disorder

25 Jun 2021

DolCas Biotech, which produces a patented functional ingredient called Ginfort, has demonstrated the “significant potential” of its ingredient to alleviate Functional dyspepsia (FD), according to a new study published in the Journal of Dietary Suppleme...

Read more 
Quorn lists IPO, expands its distribution in the US

Quorn lists IPO, expands its distribution in the US

16 Jun 2021

Filipino owned and U.K.-based Quorn is looking for rapid growth through a publicly-funded U.S. expansion. Earlier this month, the plant-based meat analog company, which is owned by Monde Nissin, said it is targeting the U.S. as its next market in order...

Read more 
Sound: a protein bar formed using ultrasonic waves

Sound: a protein bar formed using ultrasonic waves

3 Jun 2021

This spring a new entrant is coming to the protein bar space. Called Sound Bites by Sound Nutrition, these bars are unique for the way in which they are shaped. Using high-frequency, low-amplitude ultrasonics or sound waves, Sound Bites are formed with...

Read more 
Danone Manifesto Ventures makes first UK-based investment

Danone Manifesto Ventures makes first UK-based investment

8 Apr 2021

Danone’s VC arm, Danone Manifesto Ventures (DMV) made its first investment in a UK-based business with its commitment to a £2.5m funding round for the healthy drinks brand Moju. Moju said the French Dairy giant’s minority investment in the company will...

Read more 
Ocean Spray launches Wave caffeinated sparkling water

Ocean Spray launches Wave caffeinated sparkling water

16 Mar 2021

Cranberry brand Ocean Spray launched a new line of functional water through an exclusive partnership with Walmart. Called Wave, the caffeinated sparkling water contains 50mg of caffeine derived from black tea, real fruit juice, and has no added sugars,...

Read more 
Healthy Height expands into China

Healthy Height expands into China

9 Mar 2021

Healthy Height, the nutritional shake brand which has been clinically proven to increase children’s height is expanding its e-commerce presence in China.

Read more 
Mood enhancing mineral salts

Mood enhancing mineral salts

17 Feb 2021

Magnesium, Zinc and Selenium Salts by Dr. Paul Lohmann® are natural mood enhancers.

Read more 
Hellowater partners with agricultural company on toxin-fighting beverage line

Hellowater partners with agricultural company on toxin-fighting beverage line

5 Feb 2021

Functional water brand Hellowater and the agriculture company Brandt are partnering to launch a line of beverages that employ Brandt’s toxin-elimination and immune-protection technology. In addition to co-producing a line of functional water, Brandt is...

Read more 
Cultivated fat is a potential popular addition to plant-based products

Cultivated fat is a potential popular addition to plant-based products

21 Jan 2021

Cultivated fat might be the next ingredient to melt the hearts of fans of plant-based products, with two-thirds of plant-based meat companies interested in incorporating the ingredient into their recipes, according to a survey Peace of Meat.

Read more