Whey ingredient manufacturer Volac plans to educate consumers to expand the appeal of whey protein outside the sports nutrition category.
"Consumer research has indicated a high propensity to purchase whey protein once its proven health benefits are explained," said Mark Neville, head of lifestyle nutrition, Volac.
Neville launched Volac's first consumer brand The Good Whey Company in April this year and is already exploring the development of new products such as snacks and drinks.
He said Volac's research has proved consumers' lack of awareness around protein and its life-essential role in the body. Recent research from the firm found that a third of people didn't know that red meat was a source of protein.
"There is an essential role for us to play in educating potential consumers and building trust in the product by providing sampling opportunities," said Neville.
"Once consumers understand the benefits of protein and specifically whey protein, they become much more open to trial and ultimately purchase."
In the past three financial years, Volac has invested more than £20M in expanding its processing capacity.