For many years protein was considered the buzz word amongst athletes and body builders, but the latest research from Mintel indicates that the appetite for sports nutritional products is going mainstream, with as many as one in four British people having consumed a sports nutrition product in the last three months.
This consumer trend could be good news for the bread industry, as research has shown that consumption of these products is primarily amongst a younger demographic with higher incomes than the average. Of those researched, two in five have consumed a sport nutritional product in the past three months and of those three in ten have an income over 50,000 stg. These consumers are willing to pay more for products that compliment their healthy lifestyle and diet.
The increase in consumption is noteworthy, according to Mintel Global New Products Database (GNPD), the number of food and drink products launched in the UK with a high-protein claim rose by 97% between 2014 and 2015 and 498% between 2010 and 2015.
Over one third of adults researched believed that protein in particular was an important constituent for a healthy diet. They agreed that eating protein enriched foods offered the advantage of ensuring their intake of protein was sufficient, that it supported a healthier more active lifestyle and that that it helped keep fuller them for longer.
With bread often getting a battering in the press, developing products that have “sports nutritional” elements such as protein offer opportunities to grow new and possibly more lucrative markets. Kells Wholemeal has a complete blend which provides a simple solution if you wish to develop a protein enriched bakery product.
Power Flour, Kells Protein bread blends are made from a number of naturally occurring protein sources such as sprouted pea, lentil, flax seed and apple fibre. This bread contains the added goodness of sprouted seeds which is said to improve the bioavailability of certain vitamins minerals and proteins. Developed in house by our technical team, this bread uses the very best ingredients and the recipe gives a high protein claim. These bread blends come in Wholemeal and multiseed varieties.
Kells Power Flour
• DELIVERS OVER 50% MORE PROTEIN THAN AN AVERAGE SLICED BROWN LOAF
• BROWN POWER FLOUR IS HIGH IN FIBRE
• WHITE POWER FLOUR HAS A SOURCE OF FIBRE CLAIM
• POWER FLOUR CONTAINS 9% SPROUTED SEEDS IN THE FINAL PRODUCT
Call us today for more information, we can assist you with your product development ideas