The Muscle Mag
The Arla Foods subsidiary is focused on addressing two key aspects of the growing high-protein trend: high-quality proteins and appealing products.
According to Claus Bukbjerg Andersen, senior category manager at Arla Foods Ingredients, consumers are no longer satisfied with just high protein content, but are now looking for specific types and qualities of protein.
Consumers are now seeking “complete proteins” that provide all essential amino acids, typically found in animal-derived proteins or carefully crafted plant-based alternatives.
In addition to nutritional benefits, consumers also want products that are enjoyable, convenient, and flavorful. The campaign’s goal is to ensure that high-protein products are not only nutritious but also appealing in terms of taste, texture, and overall experience.
The company’s five concepts include a 10% protein ice cream, a high-protein non-fat drinking yogurt with fruit, and a 12% protein spoonable yogurt, showcasing how manufacturers can overcome technical challenges to create high-protein dairy products with great taste and texture.
Anderson emphasized that the company offers advanced, stable milk and whey proteins that enhance protein content without compromising texture. This allows manufacturers to develop tasty products while making claims about ingredients like whey protein and branched-chain amino acids.
Quality drives growth
The high-protein trend continues to evolve as consumers seek products that align with their values, and the health benefits of high-protein foods appeal to a broader customer base.
During a webinar on the launch, Julian Mellentin, director and founder of food consultancy company New Nutrition Business, noted that protein quality is poised to be a key growth driver for dairy proteins.
He explained, “Protein quality is going to become more important because dairy protein offers the full spectrum and quantity of essential amino acids, making it a differentiator for products utilizing dairy protein.”
The Digestible Indispensable Amino Acid Score (DIAAS) is a method for assessing protein quality by evaluating amino acid digestibility in the small intestine.
Protein evolution
Mellentin highlighted the evolution of protein over the past 23 years, shifting from a bodybuilding supplement to a mainstream staple in consumers’ shopping habits.
He mentioned a 2010 study demonstrating the effectiveness of high-protein, low-glycemic-index diets for weight management, which contributed to the proliferation of higher-protein products in the food industry.
Regarding the versatility of dairy protein as a food ingredient in various products, Mellentin pointed out its success in the areas of sportification, snackification, and “permission to indulge.”
He added, “High protein and less sugar make a product more permissible and guilt-free, allowing consumers to enjoy pleasurable and tasty products while feeling good about their choices.”
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