High-protein F&B Claims
American food and beverage new product launches with the high-protein claim increased 26% from 2008-2009. This parallels global activity, as global food and beverage new product launches with the high-protein claim increased 40% from 2008-2009. Interestingly, global activity in high-protein snack/cereal/energy bars, which typically tout high-protein claims, has decreased. Meanwhile, activity in less likely categories, such as savory/salty snacks, has surged. As consumers seek to balance their diets, high-protein claims aid them in making up for a lack of protein from more traditional sources. For example, the bevy of high-protein claimed meat substitutes and dairy products shows consumers are turning to categories outside of traditional meat and poultry to supplement their diet with protein. In Portugal, the organic Jardin Bio Soja range introduced Soya Hamburgers. The 100% vegetable burgers contain 7.6g of protein and are a source of magnesium and iron. Other notable, high-protein launches include prepared meals. In Switzerland, private label Spar Vital has launched Tuna Nicoise Salad, which contains black olives, carrots, corn, Indian beans and dolphin-friendly tuna. The high-protein, reduced-fat salad contains 21.8g of protein per serving. In Australia, Xndo Heat & Eat White Fish & Herb Risotto with Cracked Black Pepper is a high-protein prepared meal with 35.7g of protein and 269 calories per serving. Even sweet snacks can provide protein: in the U.S., Genisoy has launched Sweet Crisps in a chocolate flavor. These multi-grain crisps are all-natural and claim to contain 300% more protein than other crisps, with 3g of protein per serving.
Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail firstname.lastname@example.org