Dairy Foods Innovation Ingredient Trend: Collagen

 Gen Xers (that would be me!) have been largely ignored in the world of food and beverage marketing, except by fellow Gen Xer Jennifer Aniston. She has endorsed the Vital Proteins collagen brand since 2016, and joined the Vital Proteins team in 2020 as Chief Creative Officer. (It was a pandemic project that continues to live on.) And, I believe she can claim some responsibility--along with all of us Gen Xers who heeded her endorsement--for making collagen a go-to protein in this day and age of health and wellness. 

Every morning for about the past seven years, ever since Costco started selling Vital Proteins, I put two scoops into my morning black coffee. At the age of 58, I have nominal joint and muscle pains, and when I have it, it’s only after a killer workout. My hair is full, skin decent and my nails, well, can’t have everything! 

It’s no wonder collagen is one of the hottest functional ingredients around the world. Here’s the deal, collagen production starts to decline in our 20s. (Wish I had started taking them sooner.) As a primary structural protein, collagen is essential for mobile joints, stable bones, healthy muscles and strong ligaments and tendons. 

In the U.S., it is being used in bars, beverages, chocolates, energy drinks, gummies and even popcorn. Pet product companies are adding it to foods, treats and supplements. It is gaining significant traction by being paired with dairy proteins to create powerhouse foods and beverages for adults. 

All collagen ingredients are not the same. Research shows that hydrolyzing collagen, which yields peptides around 2,000 Daltons--unhydrolyzed collagen peptides are 3,000 to 5,000 Daltons--are best absorbed. These are the ingredients fueling food and beverage innovations. 

This is best exemplified by Healthee’s new ready-to-drink Protein Cold Brew Latte line. Each of the three varieties is made with micellular casein isolate and bioactive collagen peptides, with the type of collagen supported by clinical research demonstrating a specific benefit. There’s Bone (Sea Salt Caramel), Joint (Chocolate) and Skin, Hair & Nails (French Vanilla). Cans include a QR code for accessing the clinical studies supporting the specific collagen peptides, all of which are supplied by today’s blog sponsor, Gelita. Thank you!

An 8-ounce can of Healthee Protein Cold Brew Latte contains 70 calories and 15 grams of protein. The drinks have no added sugars and are sweetened with stevia. 

A number of other coffee-milk concepts—some with collagen or other functional ingredients--debuted at Newtopia 2025 in Denver a few weeks ago. Curious about formulating coffee-milk beverages? There’s a class for that at Chapman University this January. Link HERE for more info. (I am one of the instructors.) 

To peruse other recent coffee-milk innovations, link HERE.

Read top-line advice on new product innovation from a panel of Whole Foods Market executives who spoke at Newtopia in an article I wrote for Food Business News. Link HERE.

In early August, Nestlé Health Science introduced Vital Proteins Collagen & Protein Shake. (They are already in the Costco in Chicago.)

The shelf-stable beverage features a light chocolate flavor, with one 11-fluid-ounce shake providing 30 grams of protein (from milk protein concentrate) to help fuel wellness goals and features 10 grams of collagen peptides to support hair, skin, nail, bone and joint health. The shake contains 0 grams added sugars, and no carrageenan, artificial sweeteners, colors or flavors. It’s the brand’s first-ever ready-to-drink protein shake offering.

“People want their wellness routines to work harder, not be harder,” said Jill Abbott, vice president of marketing strategy and innovation at Vital Proteins. “The Vital Proteins Collagen & Protein Shake meets the moment with people looking for more protein, more benefits and more ease in their routine. The tag team of high-quality protein and our signature collagen peptides all in one convenient, great-tasting ready-to-drink beverage delivers on both function and format, and without compromise.”

Lifeway Foods Inc., is also playing in this space with its new Probiotic Smoothie + Collagen Made with Kefir Cultures line. The product delivers all the goodness of Lifeway’s signature kefir with an added boost of hydrolyzed collagen. The smoothie comes in quart bottles in Berry Blast, Matcha Latte, Plain and Tropical Fruit varieties. 

Collagen-infused cultured dairy beverages are trending in Asia. Meiji is rolling out Meiji W Skin Care Yogurt to the Japanese marketplace. The yogurt is formulated with a proprietary blend of ingredients, including SC-2 lactic acid bacteria, collagen peptides and sphingomyelin. These components are reported to offer two benefits: protection against UV-induced skin irritation and maintenance of skin moisture levels.

Korea Yakult’s gut health functional fermented milk product “Will” is entering the Taiwan market under the “hy” brand. The brand is also launching a new Low-Sugar Strawberry variety, which maintains the gut health patent probiotic HP7, while using a low-sugar formula that reduces sugar content by 45% compared to the original product. In addition, collagen has been added to meet the needs of Taiwanese women consumers who are focused on both health and beauty.

 

Midwest Dairy’s Future of Dairy Innovation Accelerator winners. 
Two Midwest startups were crowned winners of the Midwest Dairy Accelerator pitch event this week, earning $30,000 in prize funding to help scale their dairy-based innovations. RoseBud Ice Cream took home the $20,000 grand prize and an in-kind consulting package from Queue Brand Communications worth $10,000, while Zoguri was awarded $10,000 as runner-up, following a live pitch competition at The Hatchery, a past Midwest Dairy partner and nonprofit food and beverage business incubator in Chicago. 

The event marked the finale of the Midwest Dairy Accelerator, an intensive eight-week program launched this summer by Midwest Dairy in partnership with innovation advisory firm VentureFuel. Designed to accelerate the next generation of dairy-forward entrepreneurs, the program provided mentorship, industry connections and resources to help startups grow innovative businesses with real dairy at the core. 

RoseBud Ice Cream, Glen Ellyn, Ill., markets ice cream in convenient, kid-friendly pouches. Runner-up Zoguri, Omaha, develops fermented dairy supplements featuring a proprietary Lactobacillus reuteri probiotic strain. 

“Dairy farmers have always been innovators, finding new ways to bring nutritious products to market and meet the changing needs of consumers,” said Beth Bruck-Upton, vice president of research and innovation at Midwest Dairy. “Today, that same spirit of innovation drives us to support emerging brands by providing the mentorship and resources they need to grow and succeed.”