Tirlán taps evolving sports nutrition market with whey protein isolate offerings
10 Feb 2023 --- The sports nutrition market is continually changing, with NPD and new formats rising to appeal to the masses. Tirlán, one of Europe’s largest manufacturers of milk and whey proteins, produces high-quality whey ingredients using low-intensity processing.
Speaking to FoodIngredientsFirst ahead of its webinar on February 22, the company delves into sports nutrition trends and how its whey protein isolate (WPI) ingredients garner further attention.
Last August, Glanbia Ireland unveiled its new identity, Tirlán, as part of its transition into full ownership by the Glanbia Co-Operative. So, while the company’s name and identity changed, it still retains the same portfolio of products and ingredient solutions.
Through sustainable farming practices and with owners that are from multi-generational farming families, Tirlán is an ingredient solutions partner at the forefront of ingredient technology.
Improved sports performance
Sports nutrition is a crucial market for Promiko whey proteins and has “an estimated value of €11 billion (US$11.79 billion) globally,” according to Tirlán. Today, proteins aren’t just for gym enthusiasts; many people are consuming protein to increase their protein intake or fill gaps in a protein-deficient diet.
The mainstream lifestyle consumer most commonly purchases sports bars, but high protein and ready-to-mix beverages are also in the portfolio mix.
Tirlán says the market can be highly volatile. The COVID-19 pandemic saw the market dip during lockdowns, but using the products as healthy alternatives to chocolate and confectionery has ensured steady growth.
Tirlán’s WPI, previously marketed as Provon 295 in Europe, has been an ingredient of choice in the sports nutrition market since the company launched in 2012. This same product is available directly from Tirlán under the Promiko brand.
European Provon is changing its name to Promiko. It is still made in the same whey factory from the same high quality milk and using the same high-quality Cross Flow Microfiltration (CFM) process. Tirlán says it will still use the same ingredients and have the same great taste, just a new name.
“Our Promiko WPI is the purest form of protein powder. The whey protein is isolated through a microfiltration process which eliminates elements like carbohydrates, minerals and fats, creating a product with a whey protein that is 100% native in structure with a protein content greater than 90% on a dry matter basis,” says the company.
Promiko is manufactured using fresh Irish whey from Tirlán’s cheese manufacturing process. The company’s CFM process creates a highly pure WPI with very low levels of fat and lactose, containing all the essential amino acids vital for human health.
Promiko is designed to be a highly functional protein suitable for various applications.
Promiko is an instantised WPI. Instantisation is an essential feature for WPI as it supports solubility and poorly dispersible powders can cause processing and consumer usage difficulties, resulting in economic losses.
During the company’s upcoming webinar, Tirlán’s experts will explore the evolution of the sports nutrition market and delve into the vital role that proteins play in performance, focusing on the company’s Promiko brand. Company executives will also discuss why sports nutrition is an important and ever-changing category.
You can register for the webinar here.
Edited by Elizabeth Green
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