FrieslandCampina Ingredients (FCI) has unveiled a new portfolio designed to help protein bar brands distinguish themselves in an increasingly crowded market. The range includes the new ingredient Excellion Textpro, designed for a softer mouthfeel. 

FCI’s new portfolio responds to the proliferation of protein bar products into the mainstream with six dairy-derived ingredients designed to optimize nutrition, texture, flavor and shelf life.

“Easy-to-consume and – most importantly – tasty protein products such as shots and beverages will thrive as a greater focus on health drives demand for products that offer a convenient nutritional boost,” Floris Daamen, marketing manager of performance and active nutrition at FCI, tells NutritionInsight.

Improving taste
The sports bars segment in Europe has risen over the last years and a CAGR of 17 percent is expected between 2015 to 2024. Despite this strong growth, palatability has been a major issue for many formulators, the company notes. 

The company notes that 91 percent of active consumers want high-protein food and drink products, and 85 percent are interested in low sugar claims. 

“There’s now more opportunity to reach the everyday consumer looking to embark on a healthier, active lifestyle. This creates a major opportunity for compact products – such as bars and RTD – that can easily be absorbed into everyday lives and routines.”

Winning with texture
The six ingredients from dairy in the protein bar portfolio are Excellion Calcium Caseinate S, Nutri Whey 800F, Nutri Whey Isolate, Biotis GOS and Excellion EM9, as well as the new Excellion Textpro. 

FCI’s latest ingredient is based on pending patented technology, developed specifically for use in high protein bars and contributes to a softer mouthfeel, reducing hardening throughout shelf life up to 12 months. 

Excellion Textpro is an “excellent protein source,” details Daamen. It helps to reduce stickiness and improves both mouthfeel and softness. 

The ingredient has been designed to work in combination with FCI’s Nutri Whey range, which enables bar manufacturers to low-sugar bars with a protein content up to 40 percent, without compromising on taste.

The company notes that high protein (>30 percent) applications, which represent one in three of all bars in the European market, have a tendency to harden over time.

“The days are gone when consumers were prepared to compromise on taste or texture; they’re looking beyond ‘pure protein’ too,” notes Daamen.

Tackling texture and flavor challenges, as well as offering additional health benefits – through the inclusion of Biotis GOS, for instance – can help brands differentiate themselves on the market.

Ninety-one percent of active consumers want high-protein food and drink products, reports FrieslandCampina Ingredients.Concepts to take away 
FCI’s application concepts are based on detailed and specific consumer and market insights to demonstrate how ingredients like dairy proteins can be leveraged in relevant, on-trend solutions to consumer needs, explains Daamen.

The four concepts are

Active to go: A healthy and tasty nutritional snack that can easily be integrated into everyday lives and routines. 

Pro Digest: An on-the-go snack bar that’s high in prebiotic fiber and protein to support gut health. 

Go Protein:- A “guilt-free” protein snack bar that is low in sugar, but indulgent. 

Sports recovery: A high-protein bar that is a healthy alternative to confectionery bars, with less than 1 g sugar per serving

Demand for protein rises
The company notes that bars are the fastest-growing format in sports nutrition and is projected to register a global CAGR of 7.2 percent between 2019 and 2024. 

“We know that 81 percent of active consumers are looking to increase their protein intake, and bars are a great way of enabling that as they permit high-protein density and are quick and convenient,” affirms Daamen.

There are more people in the active nutrition category, and they’re being targeted by everyday food brands as well as the traditional sports nutrition manufacturers, he explains. 

“The European sports nutrition bars market holds massive future potential, but that can only really be unlocked by overcoming its toughest problems,” affirms Daamen.

The thriving active consumer segment
As the sports nutrition market continues its impressive growth, both consumer demands and competition are intensifying. 

FoodIngredientsFirst recently highlighted dairy being in demand as consumers seek protein-rich foods and functional bioactives. 

In recent moves in sports bars, Mondelēz International acquired a significant majority interest in Grenade, a UK performance nutrition company in the fast-growing high protein bar segment.