SUBSCRIBE

Breaking News on Beverage Technology & Markets

News > Ingredients

The Protein Works builds its muscles with diverse portfolio

Post a commentBy Anne Bruce , 19-Aug-2014
Last updated on 19-Aug-2014 at 14:49 GMT

Company's range includes protein pancakes, protein porridge and bite-sized protein treats
Company's range includes protein pancakes, protein porridge and bite-sized protein treats

UK sports nutrition company The Protein Works says that it plans to capitalise on worldwide appeal for its brand over the next year.

The online company, which is now in its second year of trading, sells protein products such as protein pancakes, protein porridge, bite-sized protein treats and protein crisps as well as a range including amino acids, minerals and vitamins, carbohydrates and fibres.

Co-founder and head of marketing, Mark Coxhead told Nutraingredients that there was interest from across the globe in its range, including from “huge virgin markets such as India and the Far East.”

He said that the Protein Works, launched in December 2012, saw sales of more than £2.25m (€2.8m) in its first year of trading and aims to more than double that in 2014 to £6.5m (€8m).

Exploring new ingredients

The company is currently exclusively online and delivers to more than 30 countries across Europe. As it expands, it plans to set up collaborations with sports organisations such as Everton Football Club, and also seek cross-over opportunities into other areas, according to Coxhead.

Our core focus is protein, but we see opportunities across our product range in terms of new formats and working with new ingredients and technologies. It's our ability to challenge conventions and experiment, in search of what we call paradigm shifting products, that sets us apart in sports nutrition today. For us, it's all about using the finest ingredients and keeping things ultra-pure to ensure whatever the product, it helps our customers achieve the results they are looking for.”

All natural flavours

Co-founder, and head of development, Nick Smith added the fact that the company has a commitment to only use all natural colours and flavours, flavours like lemon shortcake and cherry bakewell, made its products appealing to the mainstream audience.

He says: “Customers have even said the flavours invoke childhood memories of their favourite deserts and mum’s homemade cooking which is the biggest compliment we could get really.”

In 2010 market research firm Datamonitor identified the ‘lifestyle user’ consumer group as being key to the growth and development of the sports nutrition sector, The Protein Works reports.

Datamonitor senior consumer analyst, Richard Parker said in that report  that ‘lifestyle users’ are not necessarily athletic but are choosing to consume sports nutritional products as a building block to a healthier lifestyle.

These customers now play a critical role in the growth of the sector, says market intelligence firm Euromonitor says. Despite the VAT increase that hit the sports nutrition sector in the UK in 2012, it grew by 16% and has now reached value sales of £301m (€375m)

Euromonitor International forecasts a Compound Annual Growth Rate (CAGR) of 9% in constant value terms in the forecast period 2013-2018 to reach value sales of £471m (€588m).

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

Key Industry Events

 

Access all events listing

Our events, Events from partners...