Protein, protein, protein
Nutrition Integrated
Specialist data and insights for the active nutrition market
Welcome to September's edition of Uncovered.
This month, we’re talking protein, protein and a bit more protein.
With so many new products and formats hitting our shelves, it can be easy to get carried away and focus our attention on the areas that are trending. But these aren't the only place where innovation is happening and sometimes, it’s good to take stock of what’s going on within some of the more established categories. So that’s what we’re doing.
In this newsletter, we’re looking at the importance of understanding protein powder serving size, why protein cookies haven’t (yet) seen the success that bars have, and the latest in protein cereals. We’re also spotlighting a few innovative product formats that have caught our eye.
We do have a couple of non-protein bits for you: details about how to register for our upcoming webinar on 2025 trends are below, as well as some extra info on our latest reports.
We hope you enjoy!
Three things to know
Protein powder serving size – an FYI
We talk a lot about the price of protein (powder) per kilo, but another metric of importance is the price per serving. And to help navigate that – particularly in product development – you need to understand serving size.
A short story: don’t take the cookie out of the cookie
Once protein bars went mainstream, it was only a matter of time before bakery was next in line. But the success we’ve witnessed in protein bars hasn’t quite happened yet for the protein cookie. Why?
Roll call on protein cereals
An important ingredient in protein cereals is extruded protein crisps (whether soy, pea or whey), which give the crunchy and crispy texture we love. So we're looking at some of the brands using extruded protein in protein cereals.
Products we love
Bringing you some of our favourite new products, every month.
Crave protein gummies
Containing 20g of plant-based protein and low carbs, these gummies offer “a tasty and convenient way to satisfy your cravings”.
Why we love it
Crave’s vision is to “transform the snacking landscape”, and it’s doing just that. Not only is it combining a solid serving of protein with a gummy format, but it’s positioning the gummies as a healthy snack for audiences beyond traditional protein users, with website imagery that leans on lifestyle and picnic shots.
Nutrition X protein shots
Recommended by LinkedIn
Packing 20g of protein into a single 100ml serving, these shots aim to deliver big protein servings in small doses.
Why we love it
These shots are all about making hitting your protein requirements as easy as possible, packing a full shake’s worth of protein into 100ml. They’re definitely aimed at a gym-going audience that wants an “on the go protein hit” or a lighter option to a shake. The ready to drink format makes it a “training bag essential for athletes of all disciplines”.
32Gi Race Pro Gel
A race gel with 67g of carbs and 7g of pea protein per 100g serving to “'improve your training and racing efficiency”.
Why we love it
Energy gels are nothing new, but the inclusion of protein here caught our attention. Each pouch contains 7g of “easily absorbed high-quality” pea protein, which “aids energy stability and reduces the risk of muscle fatigue”. Based on the reviews, it’s a hit with customers, with many reporting to feel much fuller than with standard gels.
Deep dive
WEBINAR: 2025 TRENDS DONE DIFFERENTLY
Tuesday 15 October, 2.30pm BST
Creatine is big news at the minute. Not because it's changed, but because research has caught up to its wide-reaching health effects.
Think improved cognitive function, a role in concussion management and benefits specific to women.
But, as it stands, creatine is still a basic product for a sport-specific nutrition market. In our humble opinion, it's also a whitespace gap just waiting to catch fire.
Want to find out more? Our new report tells you all you need to know.
We've also got a new gummies data drop available.
From accessibility vs credibility to understanding where the opportunities for the next innovation lie, this report will give you the detailed knowledge you need to make sure your next gummy stands out from the rest.