Arla Foods Ingredients will launch a whey protein-based water concept at Food Ingredients Europe (FIE) 2013 that it says promises mainstream appeal and profit for soft drinks firms.
The 500ml concept drink contains 25% of the RDA of protein via whey protein isolate, which allows brands to make a nutrition claim on the label, and can be fortified further with vitamins and minerals.
“Our protein water concept has been created to show soft drinks companies how they can tap into this market and reap the rewards,” said Peter Schouw Andersen, business development manager for health and performance at Arla Foods Ingredients.
With the concept, Arla says brands can “capture the opportunity to develop an all-round nutritious drink that fits into the lifestyles of busy consumers looking for healthier beverage choices”.
Although it is specifically developed with women in mind – brand imagery features a 20-something woman, pictured – Arla says the drink will appeal to anyone wishing to lead a healthier lifestyle.
Andersen insisted that protein now held broader appeal among consumers, and this has clearly prompted the Arla launch at FIE in Frankfurt, which takes place from November 19-21.
“Once the domain of hardcore sports and workout enthusiasts, dairy protein is now seen as a wholesome and nutritious ingredient sought out by mainstream consumers – something the success of Greek yogurt has testified to,” he said.