In a 2020 global trend study, HealthFocus International found an increasing number of consumers are on the lookout for protein-packed snacks – up to 80% from 69% in 2014. And where there’s demand, there’s typically supply, and the protein bar offering is growing exponentially in retail.
With an increasingly saturated bar market, producers need to create not only something sensational but something that will stand out – and that typically is texture, a major driver of consumer purchasing decisions. However, most bars on the market today comprise more of a uniform mass than confectionary indulgence, due to a variety of complex processing challenges.
No compromise
To overcome this, AFI has launched a protein bar concept that packs in 30% more protein, without affecting its taste or texture or increasing its size.
The new recipe is based on the company’s whey and milk protein ingredients, which raises the protein content in every part of the bar – including the mass, filling and coasting – and ensures the rich chocolate mass retains its flavour and softness throughout its shelf life. And as a plug and play solution, it can be used as it is or as the basis for a brand’s unique formulation.
New avenues for high-protein snacks
“In the crowded bar market, manufacturers need to capture the attention of consumers seeking high-protein options that are just as appealing as their confectionery counterparts,” said Laima Liepinyte, sale development manager, Health & Performance Nutrition at AFI.
“With Lacprodan ingredients, they can create multi-layer protein bars with a palette of textures and a soft, light and creamy mouthfeel. As well as delivering pathways to success for wellness-focused manufacturers, this new concept opens new doors for high-protein confectionery products.”
The new concept will be launched on 15 September in a webinar hosted by the Danish company in partnership with Nutrition Integrated. It will also be showcased at SupplySide West, being held in Las Vegas on 2-3 November.
Viby-headquartered AFI – a 100%-owned subsidiary of Arla Foods – is a global leader in value-added ingredients derived from whey to enable the development of natural, functional and nutritious foods.
The company’s functional and nutritional whey proteins, milk minerals, lactose and whey permeate have been proven to promote nutrition, improve texture, prolong freshness and increase yield.