New Opportunities for Whey Protein in the Sports Drink Category

Tuesday 02 November 2010 00:00

Manufacturers of sports nutrition products for those involved in serious training have long recognised the benefit of using whey protein for exercise recovery. However, research commissioned in July 2010 by Volac, among consumers engaged in moderate exercise, suggests there is now an opportunity for sports nutrition manufacturers to take exercise recovery more mainstream.

With today’s hectic lifestyles, consumers, trying to maintain a physical fitness regime, place a high value on convenience.  The study indicates, that there is already consumer interest in a whey protein-based muscle recovery product in a convenient bottle format.  Once consumer awareness develops about the importance of whey protein to the recovery process and the significance of both the quantity and timing of the intake, then consumer demand for the ready-to-drink format is only set to increase. 

With the barriers to using whey protein in a ready-to-drink format now overcome by Volactive Hydrapro, the time is ripe for drinks manufacturers to bring innovation to the sports drinks category through an all-in-one solution that delivers the triple benefits of rehydration, refuelling and reconditioning while meeting consumer demands for taste and convenience.

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