Dairy Innovation: Time to Think Clearly

 

Dairy protein beverages—clear, creamy and even fizzy—are having a moment. The latter, specifically, is being fueled by the popularity of prebiotic sodas. 
Mintel data suggests that the next big whitespace in drinks is protein sodas. Today’s consumers want protein, but depending upon the daypart, many prefer a more refreshing format than shakes, smoothies and milk-based drinks, according to Mintel research.

“There’s a clear opening for protein carbonated soft drinks that lead on flavor, lightness and refreshment. Products that fit into everyday life, not just the gym bag.”

The research shows that many consumers have started “home-hacking the protein soda. They are combining protein products with sodas to create homemade floats and dirty sodas that deliver on both protein and flavor.”

“When consumers go out of their way to build their own version of a product, the signal is clear: the market hasn’t caught up with demand yet,” according to Mintel.

“Amid the frenzy of the wellness drink boom, there’s a reassuring quality to the emergence of clear protein. Yes, electrolytes, collagen and prebiotics are enjoying their moment, but consumers’ relationship with protein is special. It’s rooted. Making protein clear is a technical leap. And adding it into carbonated soft drinks--a sector with joy in its DNA--is an eagerly awaited fusion of wellness and reward,” said Alex Beckett, principal analyst at Mintel.

While dairy processors may not want to add carbonating equipment into their production facilities, there’s still great opportunity with protein waters. 

It’s time for dairy processors to once again think beyond the white stuff. Others are doing it. 

NutraBio Labs Inc., a leader in performance and wellness nutrition for three decades, is launching PROTEIN NOW!, a line of shelf-stable shots that provide 21 grams of protein in a travel-friendly 3.38-fluid-ounce serving. PROTEIN NOW! requires no mixing, refrigeration or preparation. It comes in three flavors: Blueberry Acai, Orange Mango and Strawberry Watermelon. 

The shots are clear liquids. They are formulated with beta-lactoglobulin from whey protein isolate and bovine collagen peptides. 

The launch arrives as demand for convenient, high-protein formats accelerates globally, driven by consumers seeking simpler ways to meet daily protein targets and by the rapid growth of GLP-1 medications, which have placed new emphasis on protein intake in smaller, easier-to-consume servings. One shot contains 90 calories, zero sugar, zero fat and less than 1 gram of carbohydrates. 

“We built PROTEIN NOW! around a simple belief that protein should keep up with life, not compete with it,” said Alex Berrio, director of marketing at NutraBio Labs. “Nobody needs convincing that protein matters. The real challenge is getting it in consistently on days that are always moving. PROTEIN NOW! removes every barrier standing between people and their protein. No prep, no cleanup, no unwanted ingredients and no planning around it. We see this as the future of protein’s role in everyday life. Just grab it and go.”

To explore more recent introductions in this space, link HERE.

To learn more about the global whey ingredients marketplace and the innovations taking place in ingredient technology, plan to attend “The Whey Ahead.” This is the 12th International Whey Conference. It’s taking place in Chicago, the beautiful city I have called home my entire life. Link HERE for more information. Hope to see you there.

And, if you want to learn more about formulating High-Protein Dairy Products, plan to attend a short course on the topic taking place the week prior at Cal Poly in San Luis Obispo, Calif. Yours truly is on the program. For more information, link HERE.