Coldplay bassist launches plant-based protein range

By James Ridler contact

- Last updated on GMT

Coldplay bassist Guy Berryman has launched a range of vegan protein products
Coldplay bassist Guy Berryman has launched a range of vegan protein products

Related tags: Veganuary, vegan, plant-based

A new range of plant-based protein products has been launched by Coldplay bassist Guy Berryman.

Bodyhero is vegan, clean-label and made from 100% non-genetically modified golden peas. The range includes protein bars, protein powder and protein shakes.

The brand hoped to target consumers craving healthier foods but are dissatisfied with the taste of healthy snacks. According to a survey conducted by Harris Interactive last year, only 20% of consumers said healthy snacks delivered on taste.

Taste first

Bodyhero said its range had prioritised taste while still delivering the benefits expected by consumers, such as up to 44% of the daily recommended fibre content in just one serving – depending on product. The products also provide nine essential amino acids.

Commenting on the launch, Bodyhero managing director Andy Birch said: “We saw a gap in the market to make plant-based protein products cleaner, simpler, better tasting and more accessible. There is a joy in simplicity.

“They are unique in satisfying the 3 key nutritional requirements that people are looking for right now in being high in protein, low in sugar and high in fibre, as well as being plant-based, natural, free from, delivered straight to your door and – most importantly – delicious.”

Naturally sweetened, sugar-free

Bodyhero products are sweetened with natural dates, stevia leaf or Xylitol and are low in sugar. The number of calories per serving of product ranges from 126 calories per 32g powder serving, 133 calories per 32g protein bar bite (2 x 32g bites per bar), and 151 calories per 330ml Ready-To-Drink shake serving.

Co-founder Guy Berryman added: “Plant-based protein is a rapidly growing space and I’m excited for people to try our innovative products.”

January has seen a number of retailers and manufacturers launch new vegan products to take advantage of on hype surrounding Veganuary.

Squeaky Bean released a new range of vegan products at Sainsbury’s and Waitrose to capitalise on the annual event. Meanwhile, Creative Nature has launched a new range of allergen-free plant-based confectionery bags​ into wholesaler Hancocks.

Related topics: NPD, Ambient foods, Veganism

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