Dairy for maintenance and recovery
During Food Ingredients Europe, which took place in Paris in December ’15, we caught up with Michael Hiron, Volac’s Head of Dairy & Lifestyle Ingredients to learn about some new concepts developed using the company’s whey permeate ingredient.
Whey permeate is the left over milk sugars (lactose) from the production of whey protein that is typically used in confectionary products. As the wider fitness marketing is moving more towards endurance rather than body building Volac feels that there will be greater demand for products to provide energy.
Using this ingredient one sports nutrition customer has already developed an isotonic ready-to-mix powder, and on the stand where the theme was ‘Functional Energy from Milk’, Volac had a similar drink concept to sample that blended whey permeate with coco-minerals as well as pumpkin, squash and sweet potato. As the market moves away from the refined and artificial, a natural ingredient like Volactose whey permeate when combined with natural vegetable based ingredients makes for a more compelling overall proposition without the strange sounding artificial ingredients.
Protein drink trend predictions proved correct
For almost 3 years HealthGauge.com has reported on predictions that mainstream protein was to be the next big food trend. Whilst many food fads have in time shown to be short lived and the associated trend predictions to be ‘pie in the sky’, with mainstream protein this is not the case as products boasting of their protein content to add value have swapped supermarket shelves.
Michael Hiron feels that protein powders will continue to the biggest part of the market in terms of volumes, but as the mainstream market continues to grow we can still expect to see yet more product development in protein enriched food & drinks. Indeed the holy grail for food producers will be discovering how to most successfully make that leap into the mainstream and capture still untapped segments of that market.