New concepts for competitive advantage
2015 saw the inaugural Vitafoods 5k take place in the grounds of Pal Expo in Geneva. With this sporting event the talk of the show, we took a look around Finished Products Europe to explore the range of innovative sports nutrition products offering to support athletic performance.
Get Sharp is a French brand of protein bars. The 40% protein content of each bar is derived from meal worms which provide a range of branch chain amnio acids to support recovery. Co-Founder, Justin Le Creff, is confident in the insect protein trend on the strength that insects are natural, of animal rather than plant origin and are also more eco-friendly than dairy based proteins. The bar has a great texture and taste not dissimilar to peanut butter flavoured bars on the market.
The Cereal Energy Bar from Well Plus Trade is a concept of energy bar opting for more natural whole ingredients to provide slow release low GI energy rather than artificial, extracts or processed carbohydrates and stimulants. The bars also contain plant based proteins and key electrolytes like magnesium to improve muscle recovery and rehydration. The bar concepts were presented in Salty Chocolate and Fruit & Nut varieties.
ConcernTrace from Trace Minerals Research is a water soluble trace mineral blend, supplement drop that is high in magnesium, which also helps with the absorption of calcium to support bone density and heart health. The product is backed by clinical trials that have shown an effective decrease in joint pain and an overall improvement in muscle performance.
Novadiet’s Trainer 365 is an newly launched sports nutrition range. It include three gels designed for different stages of workout. ‘ONE’ is the first of three gels is designed as a pre-workout supplement and contains 3g of L-carnitine for extra energy. TWO, for use during exercise, provides a blend of both high and low GI carbs for an initial boost, then prolonged burn of energy. THREE is a post workout that contains natural caffeine, taurine and pomegranate.
Unidiet were presenting a new concept of a ready to eat focused on active lifestyles. The porridge type product contains milk, oat flakes and wheat germ as well as real fruit puree. Here the main thrust of the concept is convenience rather than fancy ingredients, based upon simple principles of making it easy for active people to consume quality nutrients in the morning without consuming their time.
One additional mention goes to VSI for their Double Chocolate Protein Bars, one of our favourites on the tasting bar.