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Demand for protein-enriched beverages are on the rise. Although whey proteins have dominated the market, plant-based applications of protein are gaining popularity.
Ascent, a wholly owned subsidiary of Leprino Foods, launched Recovery Water, a water-based beverage that pairs high-quality protein with electrolytes to help athletes optimally recover post-workout, it says.
In the past, consumers generally designated protein for bodybuilders and athletes. Today, it’s seen as an essential part of the average person’s daily diet.
As health-and-wellness trends pervade the food and beverage markets, plant-based proteins are growing in prominence and becoming a game-changing trend.
Embracing the mass appeal of protein, beverage-makers and formulators are innovating new protein-fortified products in a variety of beverage categories for everyday consumers looking for a protein pick-me-up.
With health-and-wellness trends driving product innovation, protein is making its move throughout the aisles as 17 percent of new products contain protein, according to Chicago-based Information Resources Inc.’s August New Product Pacesetters report “Harvesting the Fruits of Innovation Done Right.”