Volac Rebrands Heat Stable Whey Protein Isolate

The inclusion of whey protein can enhance the recovery process by enabling muscle protein synthesis to be targeted in addition to replenishing fluid levels and energy reserves.

11 Jun 2010 --- With near-water and light fruit protein beverages for muscle recovery set to experience particularly rapid growth within the overall sports drink market, whey protein specialist, Volac, is rebranding its heat stable whey protein as ‘Volactive Hydrapro’ to emphasise the consumer benefits of hydration combined with protein. 
 
Mark Neville, Head of Lifestyle Ingredients, Volac, explains: “With its complete solubility, transparency and high nutritional value, Volactive Hydrapro is the result of the company’s continuous investment in refining its whey processing technologies to address the needs of the sports nutrition sector.” 
 
“Heat stability continues to be important to manufacturers of ready-to-drink sports and energy drinks, but Volactive Hydrapro puts the consumer demand for near water and light fruit sports beverages firmly to the fore.”
 
Volactive Hydrapro specifically targets the important emerging category of carbohydrate-protein drinks. Traditionally, clear sports drinks have provided energy, stamina and rehydration through a beneficial combination of carbohydrates, fluids and electrolytes.  However, the inclusion of whey protein can enhance the recovery process by enabling muscle protein synthesis to be targeted in addition to replenishing fluid levels and energy reserves. 
 
Volactive Hydrapro’s fat-free whey protein isolate combines high solubility with heat stability. These characteristics enable it to withstand the soft drinks pasteurisation process without denaturation and sedimentation in the finished product. This also offers extended product shelf life when formulating clear beverages. 
 
The market for sports and energy drinks stretches from the elite sports professionals, though the regular amateur club players, to those who are trying to pursue a more active lifestyle through regular or sporadic exercise of any kind. With European governments backing initiatives to get their nations fitter, together with the approach of the London Olympics, exercise is on the mind of increasing numbers of people.
 
“The mass market sector for sports drinks is likely to demand lower calorie, low sugar variants of sports beverages, plus proven functional health ingredients within an all-natural refreshing and convenient fruit juice or water base,” says Neville.
 
“The addition of whey protein in these new generation sports drinks will appeal to those taking part in moderate or irregular exercise as well as serious sports people, since whey protein supplementation can help to support body tone and maintain lean muscle mass for casual exercisers and those on weight-loss programmes.”
 
Protein is needed for muscle recovery following any kind of activity.  A moderate level of physical activity can at least double the recommended daily requirements of protein and high intensity training can require as much as 2g of protein per kg of body weight per day.  Furthermore, research has shown that a minimum of 10g of whey protein per serving taken immediately after any form of exercise – the equivalent of a small chicken breast fillet - is required to obtain optimal results.1
 
The best timing for protein intake is during or after exercise. One advantage of using whey protein is its fast absorption due to its efficient digestibility and its ability to provide rapid nourishment to help muscles recover after exercise.  It is also a rich source of essential amino acids which are required for overall muscle protein synthesis. In addition, whey protein is a rich, natural dietary source of branched chain amino acids (BCAA) including leucine which stands out for its ability to stimulate muscle protein synthesis.
 
Whey protein’s high branched chain amino acid score, high digestibility, solubility and convenience, combine together to make it a practical source of protein for those engaging in physical activity. The Volactive range of nutritional whey proteins is particularly suited to consumer markets where taste, ease of application, and convenience are key requirements.