Whey protein offers both functionality as well as health benefits to manufacturers. It is an ingredient that is naturally rich in amino acids, and (in isolate form) low in fat, lactose and cholesterol. According to the Whey Protein Institute (Le Sueur, Minn.), "it is a perfect complement to any low-carbohydrate or low-glycemic index diet plan"? and “helps control blood glucose levels and has been shown to be beneficial for weight management, both of which are often a concern for type-2 diabetics.� The number of new North American product records containing "whey protein"? in their ingredient statement increased by some 26% in 2004 over 2003, according to Mintel International's Global New Products Database (GNPD, Chicago). [Editor's note: Figures given in this article include new products and extensions, reformulated and repackaged products.] A closer look at the new product categories revealed that snacks (often health bars) dominated product launches, followed at a distance by bakery, beverages and dairy items. At least 13 new products with a specific weight control positioning were launched during 2004 while many others more indirectly targeted the weight-reduction consumer.
Loblaws, Canada (North York, Ontario) launched President's Choice Trim Plan in Canada containing whey protein concentrate and whey powder. Next Proteins (Carlsbad, Calif.) introduced "Slim Whey" for a "slimmer you"? containing a "designer whey"? protein blend: whey protein concentrate, PDUF whey protein isolate and hydrolyzed whey protein. Notably SlimWhey is a high-protein, low-carb bar with no trans fat.