Food Business News - May 15, 2018 - 44
BEVERAGE BUSINESS NEWS
capitalizing on the
The goal may be simple, but product formulators are challenged
when adding protein to water and other beverage formats
Food Business News
grams of the company's proprietary whey
protein isolate (W.P.I.) in each 16.9-oz
bottle. A serving is only 90 calories and
void of fat, sugar and carbohydrates.
"We decided to create BiPro Protein
Water because of its unique versatility
in the R-.T-.D. protein beverage marketplace," said Polly Olson, vice-president of
sales, marketing and new business development. "Not only is this the perfect
post-workout drink for a professional
athlete, but also the average gym-goer or
The newest flavor, orange, debuted
at the end of 2017 and is caffeinated. One
bottle contains 100 mg of caffeine, equivalent to an 8-oz cup of coffee.
With protein and caffeine together,
it's a drink designed for busy, health-conscious consumers, Ms. Olson said.
"Protein water is a very new product
category, and caffeinated protein water is
extremely rare," she said.
Orange BiPro Protein Water stays
true to BiPro's clean label commitment.
The beverage is made with six ingredients. The drink's caffeine content comes
from guarana extract, a natural, plantbased source.
Bringing clarity to the category
Another player in the protein-water
space is Chicago-based Protein2O, which
offers two product lines. The original line
delivers 15 grams of protein from W.P.I. in
every 16.9-oz bottle. It contains no added
sugars, as it is sweetened with sucralose.
The new line is sweetened with cane sugar and stevia. A bottle contains 10 grams
Bolthouse Farms B line of products is a line of lower-sugar, super-premium refrigerated beverages.
he average consumer has little understanding of protein other than
consuming more of it may improve
their overall health. The health halo
around protein has prompted many food
and beverage manufacturers to feature
claims on packaging calling out protein
content. Ready-to-drink (R-.T-.D.) beverages, in particular, have seen a surge in
sales and innovation.
"Beverages are a convenient transport
system for important nutrients, especially
proteins," said Lara Niemann, marketing
director in the Americas for Gelita U.S.A.,
Sergeant Bluff, Iowa. "Consumers today
demand beverages with appealing flavors
and no bitter aftertaste. This requires the
proteins to have specific properties. They
need to be low in molecular weight for
good digestibility, low in viscosity to allow
sufficient protein concentration and tasty
for ease of consumption."
Many beverages provide other
functional benefits. There are protein
beverages to energize, refuel, rehydrate,
satiate and more. Some are intended for
the sports nutrition market, while others
serve as meal replacements. Most are
simply beverages with benefits and are
targeted to the average consumer who
simply wants better-for-you refreshment.
That is the strategy behind the growing category of protein waters. One of the
first competitors in the space was BiPro
Protein Water from BiPro U.S.A., a business of Agropur Inc., Eden Prairie, Minn.
The clear beverage, which comes in berry,
lemon and orange flavors, delivers 20
May 15, 2018