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Volac: high protein is more than just a fad

Health Ingredients Europe showed that the high protein trend is definitely more than just a fad, according to Volac. Whey protein manufacturer Volac predicts the appetite for protein, in particular dairy proteins, will continue to drive the sports nutrition category into 2015 and beyond. And as already witnessed, this will ultimately lead to a bigger […]

Health Ingredients Europe showed that the high protein trend is definitely more than just a fad, according to Volac.

Whey protein manufacturer Volac predicts the appetite for protein, in particular dairy proteins, will continue to drive the sports nutrition category into 2015 and beyond. And as already witnessed, this will ultimately lead to a bigger demand for protein-fortified everyday products to meet the growing demand from mainstream consumer markets.

“Sports nutrition will continue to play a big part in the protein industry, especially whey protein,” said Louise Mahrra, Volac’s Marketing Manager – Human Nutrition. “Sports enthusiasts have long recognised the importance of whey proteins as an essential part of their pre, intra and post workout routines. Now as more everyday consumers are beginning to understand how protein fits into their daily lifestyle nutritional needs, we will see an increased demand for convenient high protein solutions for a range of new food formats moving beyond everyday protein powders and bars.”

Based in the UK, Volac says that it supplies over 50% of all whey proteins to the sports nutrition industry, and claims that it is also the only Informed-Sport accredited company in Europe to produce high-performance whey proteins with its Volactive UltraWhey range which it believes is an important differentiator.

“The ever increasing demand for protein will present exciting innovation opportunities for food manufacturers, retailers and branded businesses to develop new products that meet the needs of the mainstream consumer markets to address this rising trend for protein-fortified products,” added Mahrra.

Volac says that ProCrisp, which was a key feature of its presence at HiE this year, is an ideal solution for food manufacturers looking to overcome many of the formulation issues associated with other proteins, such as taste and texture.