The challenge of being interesting
At FIBO 2014 HealthGauge.com caught up with Sebastian Flechtner, International Sales Manager for Energybody – a German producer and distributor of sports nutrition products.
Founded in 1988 the company has served the sports supplement and liquid-sector, now offering a vast range of sports nutrition products to a broad customer base. What caught our eye with Energybody was the level of ambition in terms of the flavours they offer. It is all too common to see the traditional milkshake flavours of strawberry, vanilla, banana and chocolate when it comes to whey protein. Energybody however has taken great strides in order to offer something unique to consumers with fruit flavoured whey protein powders. These include citrus flavours such as orange as well as blueberry and the exotic rockmelon.
Developing more interesting products presents new challenges. As Flechtner confirms, making traditional milkshake flavours work is more straight forward. But when combining whey with fruit flavours a new approach must be adopted, combining the right flavours and aromas to deliver a finished product that is closer to a smoothy than a milkshake.
As well as exploring new areas with flavour, Energybody is also working in new formats such as concentrates to gyms that offer members fresh sports nutrition vending options.