Nutritionally enhanced foods, particularly beverages and bars, are on a fast track. The market for nutrition/energy bars is red-hot, with sales growth of 169% from 1999 to 2004, according to Mintel. Similarly, in the beverage arena, Beverage Marketing Corporation Inc. (BMC), New York, projects 4.8% growth from 2005 to 2009 in health beverages, a large category that also includes milk, juice and water.
Where do many of these products get their advantage? In short, the answer is whey protein. Whey protein is a high-quality protein that provides all of the essential amino acids necessary for good health, making it an ideal ingredient. What is exciting is that manufacturers of bars and beverages now have sound science to back up a whey protein structure-function claim related to muscle mass.