‘This is going back to where nutrition should come from – from nature’

By Rachel Arthur

- Last updated on GMT

Related tags Nutrition Glanbia nutritionals Clean label functional beverage beverage

Glanbia Nutritionals has been displaying its ‘Truly Grass Fed’ protein range: with products coming from cows that receive 95% of their nutritional feed from grass. And while consumers may not directly be on the look-out for ‘grass fed’ attributes, it does tie in with a desire for clean label products and a move to take nutrition back to nature, says the company.

Produced in partnership with Irish sister company, Glanbia Nutritionals Ireland, the Truly Grass Fed brand gives access to quality grass fed WPI, MPC, MPI and acid casein.

The Truly Grass Fed seal indicates that cows are grazed on grass land for up to 300 days a year; receive 95% of their nutritional feed from grass; and the product is non-GMO project verified.  

Nutrition goes back to nature

In beverages, the Truly Grass Fed whey protein isolate (WPI) contributes to a ‘pure, natural and delicious dairy taste’ thanks to its clean label whey ingredient and sucralose and stevia mix, says Glanbia, demonstrating the product in a RTD natural whey shake concept at Vitafoods in Geneva this month.  

Dagmar Ortlepp, marketing manager EMEA, Glanbia Nutritionals, says it ties into three key consumer concerns: sustainability, animal welfare and clean label.

“We have cows that are living 300 days per year outside on the field, they are eating grass, living in small farms, this is really going back to where nutrition should come from – from nature,” ​explained Dagmar Ortlepp, marketing manager EMEA, Glanbia Nutritionals.

But are consumers really so clued up on clean label and animal welfare that they’re on the look-out for ‘grass fed’ products?

Maybe not directly, says Ortlepp, but consumer trends show that ‘grass fed’ is an attribute that will resonate with today’s consumers.   

“I think we realize that consumers are becoming much more aware of what is important to them when they think of nutrition,” ​she said.

“And they’re much more sensitive towards what happens towards our environment. All this really rings a bell with them, and shows there’s a way to go for better nutrition and respect the environment in the nutrition.”

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