FiE 2017: Sugar reduction, proteins and performance dominate in Frankfurt

Nov 2017


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  • Elite athletes are calling for the development of natural sports nutrition solutions, where they can eat less and keep more of the benefits that are in the food inside. This was a key learning from an interview with Germany’s javelin world champion and European Men’s Athlete of the Year 2017, Johannes Vetter, who would like to be able to add more solutions to his intense dietary regimen. Vetter was present at the Innova Market Insights booth at this year’s FiE, as part of a new marketing campaign for the market research firm. The company has highlighted the mainstreaming of natural sports nutrition that meets the demands of so-called “weekend warriors.”