5 Next generation protein
The report said that as interest in high protein diets continues to grow, consumers are seeking out natural protein within convenient, recognisable products.
Rice said that unlike other foods like carbohydrates, protein has not received bad press with regards to health. Yet he said that product launches already seen - like Barenaked Noodles and Original Egg hard boiled egg snack – have been “very suitable” in pushing any health aspects.
He gave the example of products marketed as high in protein, low in carbohydrates, saying: “It doesn’t take away the enjoyment factor away from the meal. It doesn’t mean to say: ‘Look you’ve got to eat this horrible noodle and it’s healthy for you.’ It’s actually giving a very positive message: ‘This is a good healthy product but you’ll still enjoy eating it.” So I think the message is much more subtle here.”
Rice said that we are only just starting to see these kinds of products appear in mainstream retailers but that this is a trend to watch.