The Evolution of Whey Protein in Sports Nutrition
15 Feb 2017 | Volac
This is Elizabeth Kenward.
I'm at HIE 2016 in Frankfurt.
I'm with Suzanne Lesser who is the head of nutrition at Vla Human Nutrition.
So Suzanne, can you tell me a little bit about the ingredients that you are launching at HIE?
Harnessing the goodness of whey protein, and the main solution that we brought is proactive Procrisps.
Just show how whey proteins versatile in many many things.
Drinks and solutions.
And we are demonstrating snacks.
So what's so innovative about this ingredient in comparison to maybe whey protein products that are already on the market?
Products in the markets mostly protein powders.
We have some as.
It's interesting.
But the snacking has been the most challenging because it's more shopping by impulse and making sure we have a convenient solutions.
And brings the the of wheat protein, it's still a high protein snack?
5 Protein, high quality protein.
Of consuming.
So we should.
Fantastic.
And how does it meet today's consumer trends?
Consumer trends, that's an interesting question because of course we are a big player in the sports nutrition market which is dominated by.
But we are seeing the The active nutrition, so we I Our new concept of sports nutrition 2.0, so we believe that sports nutrition is a capture.
They actually have two distinctive marks.
Performance nutrition and active nutrition and in the active nutrition market, the values of the consumers are a little bit different from the performance nutrition market.
On one side, performance nutrition, we have more of a science.
Nutrient approach and we have Naturals.
Although proteins are still in the core of it, so we just need to offer different solutions and different propositions with a different messaging to the.
And that's why we emphasize in working.
It's just You can do in terms of offering.
Consumers.
The So what are the other main messages that your company is trying to get across to some maybe potential consumers?
Multi protein alpha The message from muscle growth, muscle bulk to muscle.
We want the consumer to understand.
And one sad truth.
This And just exercise with the right nutrition.
Can help.
Muscle.
After the These consumers are mainly exercising for And when you maintain muscle, muscle today.
As being so many benefits.
It's completely.
Consumers and the beauty is it's related to body composition, so it's related to weight management, to sustained levels of and of course healthy So we are bringing because we The active Generation shift of the current.
I just as soon as I can.
The lifestyles, exercise, nutrition, and protein, so we don't want to lose consumers as we move.
Bodies change and they The bars are So we need to evolve.
And demonstrate to them that muscles too it's very important to maintain.
To let it loose, let, let most of waste away, and the protein is important for that.
Whey protein is the most effective, protein at the lowest dose, yeah.
Evolve the messaging talk to them about muscle health.
Positive for health.
Thank you.
Thank you.
That's brilliant.
