Innovative drinks brand, Vieve, recognises growing trend of protein for the masses, not just the Pros.
A recent report from Mintel suggests that while 60% of adults in the UK exercise at least once per week, less than 28% use any kind of sports nutrition product. The key drivers behind this are the lack of awareness of the health benefits of protein, with 25% unsure of how much protein they need in their diet, and concerns about taste, as 40% of adults believe sports nutrition contain too many harmful additives to be healthy.
Now, a brand new protein water drink is launching to address these two issues. By moving away from messy powders, cutting out all fats, eliminating any artificial colours or flavours and becoming the first sports nutrition product to be classified as sugar-free by Sugarwise, Vieve have created a sports nutrition product that goes beyond bodybuilders and elite fitness enthusiasts to appeal to everyday active men and women.
A growing industry…
The growing consumer recognition of the importance of protein has coincided with explosive growth in the number of products marketed with a highprotein message. In the UK alone there were 109 new protein products launched in 2015, with major brands like Weetabix, Arla and Mars all now bringing protein to a mainstream audience.
This has created a highly competitive market, with the readyto- drink protein market already worth £29.3 million. In order to stand out from the crowd, Vieve set about the process of creating a protein drink that is not only fatfree, sugar-free and low-calorie, but also tastes refreshing enough to appeal to a mass market audience rather than just dedicated fitness enthusiasts.
Over the course of the last 2 years, a team of dieticians, nutritionists, creatives and manufacturers have worked to develop the perfect protein water drink, and have successfully created the first ever sports nutrition product to be officially classified as sugar-free by Sugarwise. Vieve will first launch online in the UK in summer 2017, with a nationwide rollout through retailers in 2018.