Here's an example of a food and beverage category flexing its muscle. The concept of "active nutrition" is developing more widely as interest spreads beyond the traditional core base of bodybuilders, endurance athletes and high-level sportsmen.

Inflammation—often perceived as pain—is a key concern of active people. It often starts with a feeling of discomfort that might turn into minor pain.

TENDOFORTE®, GELITA’s newest collagen peptide brand, offers specific and optimized collagen peptides proven to strengthen ligaments and tendons. With its unique mode of action, this clean label ingredient is especially suitable for the booming sports nutrition market.

AFS retreats cultivate working relationships in the natural products industry, which help bring the new ideas to market.

WinCo Foods currently has over 17,000 employees and operates throughout Washington, Idaho, Nevada, California, Oregon, Utah, Arizona, Texas and Oklahoma. This partnership will provide a great opportunity by widening distribution coverage in the USA to promote the science based oral rehydration products.

All of these consumers are looking to improve nutritional intake and/or some aspects of health, wellbeing, performance, muscle growth and recovery from exercise. Of course, the sports nutrition market also is growing because of rising product distribution in mainstream outlets in all major markets. Previously, many products were relegated to sales through specialist health outlets (such as GNC) gyms and health clubs.

ENDURE, an endurance sports drink, provides essential electrolytes and slow-release carbohydrates to support hydration and sustained endurance during exercise. Offered in two flavors, Berry Punch and Blood Orange, at 110 calories per 20oz bottle, ENDURE is now available at select independent gyms across the US, and online at killcliff.com.

The brand's name, The Clovis Culture, is derived from the historical diet of ancient paleolithic tribes (called Clovis) which encourages that the human body be fueled by all-natural foods such as meats, fruits, and vegetables rather than processed foods, dairy, and refined carbohydrates. Today, this is commonly referred to as "The Paleo Diet."

ALPHA-RECOVERY PLUS™, containing Alpha-GEE®, is an innovative advancement in recovery that relieves the pain of EII, while supporting the body's own natural healing processes.

Interest in protein and high-protein products continues to grow across the food and drink markets—despite the fact that most North American and European consumers already may have more than enough in their diets.