AUCKLAND, NEW ZEALAND — NZMP, the global ingredients business of Fonterra, introduced three new protein bar ingredients into its sports and active lifestyle category: SureProtein Optibar 892 whey protein isolate, SureProtein ShortBar 825 lactalbumin and SureProtein SoftBar 1000 milk protein.
The new additions target muscle recovery, energy, weight loss and healthy indulgence, according to the company.
“The extended range of SureProtein ingredients enables a wide variety of bar solutions ranging from dough or nougat bars, through to granola and crisp bars,” said Komal Mistry-Mehta, director of NZMP’s sports and active lifestyles portfolio.
NZMP planned to debut the ingredients at Expo West (before its cancellation) alongside its probiotic super-strains: Bifidobacterium animalis subspecies lactis HN019 (BifidoB 019) and Lactobacillus rhamnosus HN001 (LactoB 001). In addition to digestive health and immunity, the strains have been shown to support mental well-being via the gut-brain axis.
The expanded SureProtein portfolio and probiotic super-strains are part of the company’s shift in focus away from the niche sports nutrition market and toward a broader base of active and lifestyle focused customers, Ms. Mistry-Mehta said.