Maximising protein potential with NZMP™ WPC 515

Consumer interest in high-protein products continues to grow, as more individuals are looking for options that can help them meet their protein goals. Additionally, there is an increasing demand for high-protein products that also offer additional health benefits, such as maintaining or growing muscle mass, supporting strong bones, and providing energy throughout the day.¹

The total share of high protein claims in yoghurt has even reached a record high of 20% over the past year.² This means that brands must innovate to meet consumers’ high protein needs while also offering additional health benefits - all without compromising on taste and texture. 

To achieve this, brands can focus on several key strategies:

• Health Benefit Claims
• Taste and Texture Optimisation
• Ingredient Innovation

Continue reading to find out how brands can implement these strategies and meet the growing consumer demand for high protein.

The growing role of protein in consumer health

Health remains a priority for consumers, they want to focus on their health and do this by i.e., changing their eating patterns to support their health in the long term. This stems from a rising concern for diet-related health issues and the general understanding among consumers that the quality of ageing is largely influenced by lifestyle choices, such as maintaining fit and proper nutrition.³

Brands can prioritise educating consumers by offering clear nutritional information about the recommended daily protein intake and emphasising high or added protein content through on-pack claims. In Europe, the share of new high-protein yoghurt products has risen substantially, making high/added protein claims the second most common health or nutrition-related claim on new yoghurt packaging.⁴

This shift indicates a growing consumer interest in protein-rich foods, driven by an increased awareness of the benefits of protein for overall health and wellness. By focusing on these educational efforts, brands can better meet consumer demands and promote healthier dietary choices.

The critical role of taste and texture

Taste and texture are two very crucial factors when it comes to consumers’ food and drink choices. European consumers prioritise these sensory attributes, especially in cultured dairy products. Taste is often considered the ultimate driver of their decisions. This is particularly evident in the dairy category, where products like yoghurt are valued for their ability to deliver indulgence and comfort.⁵

Texture also plays a significant role in the development and consumer appeal of cultured dairy products in Europe. In France, for example, there has been a trend of textural innovation in yoghurt. French consumers have shown a strong interest in products that offer unique sensory experiences, with yoghurt brands incorporating mixed textures, such as cereals and fruits, to enhance value and promote satiety.⁶

Boosting protein content with NZMP™ WPC 515

With the growing interest in high-protein products, brands may want to explore different ways to boost the protein content in their offerings. To meet this demand, we have introduced NZMP™ Whey Protein Concentrate 515. A whey protein that is great for boosting protein levels in cultured applications, while maintaining a creamy mouthfeel and pourable consistency. When compared to a standard WPC, this ingredient has great heat stability allowing manufacturers to create both ambient and chilled yoghurt formats with high protein without compromising on taste and texture.

Our recent trials with NZMP™ WPC 515 have demonstrated that we can reach up to 15% protein* while still maintaining a nice balance of taste and texture. By adjusting the base formulation, we were able to create a concept during the trial that is high in protein while still maintaining great taste and texture. 

Disclaimers:

*When paired with other protein sources.

**All product artworks depicted in this article or related advertising are suggestions only. Nutritional claims are subject to the local regulations in your market.