one to watch<\/a> for the last few years, and this has seen more companies, such as Optimum Nutrition, step into the market. According to Morgan, clear proteins are now the fastest growing protein powder or ready-to-drink (RTD) products on the market.<\/p>\n\u201cIf people are going to innovate in the space then clear proteins seem to be where companies are investing,\u201d he said. \u201cAnd this is largely because it becomes a conduit to more people.\u201d<\/p>\n
These products can be targeted at \u2018lifestyle performance\u2019 consumers rather than people who simply want to build more muscle, Morgan explained. An added benefit of the delivery format is that a water-based product typically feels healthier, helping to reach a broader audience, he added.<\/p>\n
Breakell echoed this statement by highlighting how mainstream broader protein products have become within the sports nutrition category, with the continued growth seen leading consumers to seek products that \u201cfit different routines, preferences, and occasions.\u201d <\/p>\n
He added that clear proteins fit into this evolution of the market, as more people look to make protein products part of their everyday lives.<\/p>\n
Offering a different flavour<\/p>\n
One of the complexities of developing a clear protein is the potential for the product to have an astringent taste, which can be an issue at higher protein levels, Morgan stated.<\/p>\n
For the formulation process of Optimum Nutrition\u2019s Clear Whey Protein, Breakell noted that particular attention had been focused on the clarity and mixability of the finished product. He noted this process also required \u201cbalancing flavour systems and acidity to create an authentic fruit juice-inspired taste\u201d.<\/p>\n
With the fruit profile of such products, Morgan explained that this is an opportunity for companies to explore flavour collaborations with established beverage brands, bridging the gap between sports nutrition and the mainstream drinks market. <\/p>\n
It is partly this flexibility that sees the clear whey protein category as having more upsides than compromises when compared to traditional whey protein products, he concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"Optimum Nutrition launched Clear Whey Protein in the UK, adding to its broader portfolio of clear protein products.…\n","protected":false},"author":3,"featured_media":885400,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[37],"tags":[1081,359378,359379,9240,2531,9241,359380,17827,116471,18572,210,57470,6359,359381,44523,289,1083,2698,1182,48140,8742,2800,340543,67,132,68,3149,3851,11459],"class_list":["post-885399","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-aging","tag-allium-cepa","tag-attractive","tag-background","tag-base","tag-beautiful","tag-dehydrated","tag-face","tag-female","tag-ground","tag-health","tag-healthy","tag-human","tag-hydrolyzed","tag-isolated","tag-measure","tag-medical","tag-natural","tag-nutrition","tag-powder","tag-salt","tag-supplement","tag-text-space","tag-united-states","tag-unitedstates","tag-us","tag-wellness","tag-white","tag-woman"],"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/885399","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=885399"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/885399\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/885400"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=885399"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=885399"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=885399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}