Protein needs a makeover

Related tags Soy protein Nutrition

Protein needs to address its image problem if it is to broaden its appeal in the mainstream food and drink market, delegates at Europe's first...

Protein needs to address its image problem if it is to broaden its appeal in the mainstream food and drink market, delegates at Europe's first Protein Innovation conference were told.The conference, which was held in Rotterdam last month, brought together leading consumer goods manufacturers, protein suppliers and academics, to discuss new applications of potato, soy, whey, canola, casein, gelatin, lupin and pea protein.

Although many of these delivered potential health benefits, most consumers did not regard protein per se as a health food and were not trying to increase their intake, said Unilever team leader, soy beverages, Dr Michel Mellema.

Moreover, finding the right way to talk about protein was difficult, he said: "It's important not to focus on claims that consumers don't understand, like high biological value, or high levels of specific amino acids, for example."

Even soy protein had to have the right positioning to succeed, he said, citing Unilever's difficulties in marketing the Adez soy and juice drink in the UK, despite its success elsewhere. "Talking about juice and protein was possibly a mistake," he said. "It didn't sit well in juices with one-litre packs of Tropicana, but then it's not dairy either. It's in its own category. It performed better once we put it in smaller bottles, but by then, we'd decided to withdraw from the market."

But that was not to say that there was not potential in new proteins. New vegetable proteins, which had "historically been added as cheap fillers or meat analogues" were very exciting, he said. "There's growing interest in non-allergenic alternatives to dairy, increasing interest in health and sustainability, plus an ongoing need for differentiation."

Gerard Klein Essink, md of consultancy Bridge2Food, said protein was not really on the radar yet for consumers when it came to health. "Public health messages are focused on fat, salt and sugar reduction and eating more fruit and veg. Proteins are pretty low on the agenda."

However, as more research was done into the benefits of protein in tackling muscle wastage in the elderly, heart disease, type two diabetes and overweight/obesity, interest would grow, he predicted.

"Lots of new proteins have come onto the market recently from rice, pea, canola and potato to ancient grains like teff, quinoa, amaranth and chia."