Protein power

Prepared Foods, March, 2004 by Amanda Archibald

* Proteins ride high on low-carb trend

* Interest grows in whey proteins

* Protein derivatives must multi-task

Protein is "in." Carbs are out. This new high-protein fashion era is driven by a proliferation of high-protein popular literature, and perhaps by demand from the burgeoning number of carbohydrate-sensitive people with diabetes. Protein is indispensable to life. And, in today's market, it dictates food selection, menu planning and, ultimately, product development.

So how big is protein, and where is it exerting its influence? Querying Mintel International's (Chicago) Global New Products Database (GNPD), with the tag "high protein" during 2001-2003, yields a surprisingly low number of new launches or reformulations, given the hype. However, change the search to "low-carb," and the magic unfolds. "Carb" is the clincher; "protein" is the power. (But caution, low-carb products do not necessarily mean that the product contains high levels of protein.) The GNPD reports 151 new low-carb products introduced globally from January to December 2003, of which 148 were introduced in North America. Compare this to 2002 figures, where a mere 40 new low-carb products were reported in North America using this tag.

In the pure "high-protein" category, energy and meal replacement bars claimed 45% of new North American product introductions in 2003. Despite the dominance of snack products, other interesting niche products came to market. Keto Foods and Snacks (Neptune, N.J.), launched Keto Ketato Classic Potato Flavored Gourmet Mix for diabetics. Designed for "low-carb/high-protein living," the product provides "creamy-smooth mashed potatoes without the carbs."

In the bakery category, Bakery Barn (Baldwinboro, Pa.) introduced microwavable or oven-baked Soft-Batch Lean Protein Cookies, containing a "proprietary protein blend" (cross-flow microfiltered whey protein concentrate, whey isolate, soy isolate, nonfat milk concentrate, powdered whole egg). Herbalife of Canada (Calgary, Alberta) launched Thermojetics Ultimate High-Protein Low-Carb (weight control) Program, which provides a tracking system to accompany the program combination of shakes, soups, supplements and bars. And not forgetting a popular source of protein, Eberly Poultry Farms (Stevens, Pa.) introduced Certified Organic Chicken "from carefully selected chickens that are fed a vegetarian diet of high-protein, organic grains."

Soy Versus Whey

Dominant proteins in food products, soy and whey are jostling for position in food, science and health communities. Querying soy and whey "protein" and "isolates" across global and North American markets (2001-2003) declares soy the winner. However, whey is receiving increasing attention from health and consumer communities. Spokespersons from the whey camp point to soy's low-cholesterol health claim as a driver for ingredient inclusion and consumer purchases. Recent clinical trials indicating a possible role for whey protein in blood pressure modification may be a boost to whey protein market share, should an associated health claim emerge. Since 2001, 83 new North American products containing soy protein and associated low-cholesterol positioning were reported in Mintel's GNPD.

Getting to the Nitty Gritty

In the March 2003 article addressing trends in ingredient use, this magazine discussed the inclusion of "purer, specialty ingredients" in products. Protein fractionates are no stranger to this trend, which only will continue to grow as science validates more uses for protein derivatives. Once again, whey and soy feature strongly in the fractionate discussion. Querying GNPD for "amino acids, peptides, isolates" yielded 18 reported new products/extensions for 2003 in North America, of which 12 were in the snack category.

IncaMaize (Toronto, Ont.) launched Inca Gold Original Tortilla Chips, "made with an organic Hi-Lysine corn that contains nine essential amino acids." According to the company, Hi-Lysine Corn has 90% of the biological value of milk protein when compared with ordinary corn, which has 40%.

Other snack category products were positioned for weight control, meal replacement and energy. Health From the Sun (Sunapee, N.H.) introduced Competitor's Edge-hfs--Low Carb Weight Loss for Women meal replacement. This product has a "modified protein to carbohydrate ratio of 30:8," designed for female athletes. It also contains a "potent thermogenic green tea extract, an essential and non-essential fatty acid complex, lignan-rich organic flaxseed powder, and a combination of isoflavone-enriched soy and whey protein isolates."

American Body Building Products' (Fremont, Ohio) ABB Extreme XXL shows that weight control does not mean weight loss. This "powdered weight gain supplement" contains a full complement of micronutrients and 410mg each of L-glutamine and glutamine peptides. Glutamine plays a preventive role in muscle mass retention during physiological stress (exercise/illness). It is a popular inclusion in products targeted to athletic communities. The GNPD showed 40 new food/supplement products in North America specifically listing a glutamine ingredient in 2003.