Every day, FrieslandCampina provides millions of consumers all over the world with food that is rich in valuable nutrients from milk. Customers are increasingly choosing on the basis of performance in terms of quality, transparency, sustainability and grazing.
This starts at the farm and ends with the product. FrieslandCampina manages the whole production chain. From grass to glass, the company can help customers to win in the market, especially in the areas where nutrition matters most.
Mai Nygaard, FrieslandCampina DMV marketing director, explains how the company accomplishes this. "Consumers and athletes around the world are increasingly looking beyond just ingredients towards more natural, less processed nutritional solutions with proven benefits," she says. "Our journey in developing these solutions started with understanding the requirements of elite athletes and consumers in general.
"Priorities lie in supporting their recovery and [creating] natural ingredients with an excellent taste - FrieslandCampina addresses those needs and supports sports nutrition manufacturers looking to tap into the 'clean and natural' label trend."
FrieslandCampina DMV conducted a concept evaluation and consumer community research in March that resulted in key research findings:
The research also revealed insights into consumer behaviour in the market, showing that:
There is an increasing consumer interest in sport nutrition products containing natural ingredients. FrieslandCampina DMV offers two innovations for this purpose. Nutri Whey Native is extracted straight from milk and meets the demand for natural food propositions, including:
Native whey is clinically proven to result in a higher plasma amino acid and leucine concentration when compared with other whey proteins. It also has a neutral taste creating new flavour opportunities.
Micellar casein isolate is extracted directly from milk. A sports nutrition label is a great platform to broadcast the origin of protein to the consumer. The natural credentials of Micelate Prestige can be highlighted by mentioning the cold-temperature limited processing, native structure and high-quality milk. Caseins are present in cow's milk as micellar structures. Casein micelles are composed of four different types of casein molecules that are held together by calcium phosphate. The casein micelles present in Micelate Prestige are comparable in size, sediment behaviour and calcium-phosphate ratio to those found in raw milk, which demonstrates that the casein is still organised in its native micellar structure.
These solutions support label-conscious customers. According to research, 64% of consumers read the ingredient list before buying a new sports nutrition product. These consumers are looking for natural ingredients. The key selection criteria for natural product needs are good taste, no additives, and being organic and honest.
Good taste is a must-have. Unique flavours make the product even more interesting. No additives and artificial products should be added; for example, sugar. Finally, the protein supplement should be made with organic products, and the company should be honest about the origin and effect of the product. Visit FrieslandCampina DMV at Vitafoods booth I65 to find out more.