By offering an array of benefits, including muscle development, weight management and sustained satiety, protein has earned a ‘fashionable’ reputation in recent years. As a result, the high-protein ice cream trend has taken off quickly, encouraging heightened innovation activity across the global food and drink market.
By Honorata Jarocka, analyst, Mintel.
There are sceptics, however, saying that ‘everything in moderation’ is the mantra for health and wellbeing, as research exists which indicates that too much protein could be counterproductive.
Developments in Poland
Research reveals that more than eight in 10 (84%) respondents in Poland have heard of protein and know what its function is. Moreover, four in 10 Poles admit to having incorporated more protein into their diets compared to a year ago (as of the third quarter of 2016) whilst one-fourth consume high-protein foods to lose or maintain weight. Also worth noting is that the ‘eat more protein’ hype is having a strong impact on consumer preferences and expectations. For example, more than half of consumers in Poland (54%) would be interested in buying high-protein ice creams. However, they would not be willing to pay a higher price for such value-added offerings. The proportion of ice cream consumers who are both interested in protein-rich launches and would also spend more on them is lower but still relatively sizeable, standing at 21%.
The first high-protein ice cream brand in Poland – Whoopy Whey – was launched at the end of April 2016 by Protein Courtyard, a small-scale venture which was established by a group of friends. The new ice creams are enriched with whey protein isolate and contain 21g of protein per 100g, which, as the company claims, is significantly above the 5g (or less) contained in standard dairy-based varieties. Moreover, the Whoopy Whey range is 100% natural and low in fat as well as free from gluten and added sugars. Tapping into the demand for non-artificial alternatives to white sugar, the products are sweetened with xylitol.
There are three flavors available: chocolate, strawberry and vanilla. Each variety comes in a single-portion tub of 120g. For added convenience, a mini spoon is also included. With a price tag of PLN9 (EUR2.1), the products are positioned in the premium segment.
The full version of this article is available in the July-August print issue of Frozen Food Europe