Lactalis USA, part of France-based dairy group Lactalis, has rolled out a new native whey protein range under the Pronativ brand in the US market.
The line is being introduced in four variants – Mellow Chocolate, French Vanilla, Silky Strawberry and an Unflavored option – and is currently available via Amazon Prime.
Positioned for consumers focused on exercise, recovery and general wellbeing, the product is described as providing 20 grams of protein per serving.
The formulation is claimed to deliver rapid absorption, with muscle recovery said to begin within 30 minutes after physical activity.
Pronativ is produced from “farm-fresh milk” through a proprietary cold filtration technology, which, according to Lactalis USA, helps maintain the protein’s natural structure and bioavailability.
The company states that the product supplies all nine essential amino acids and a “high concentration of leucine”, which it highlights as important for muscle health.
Lactalis USA assistant director of sales for the Pronativ brand Devin Hurley said: “Consumers are demanding higher quality whey protein that is minimally processed. Pronativ is naturally high in leucine to support muscle health. It’s effective at initiating quick muscle recovery in an efficient serving size, making it the ideal choice to serve the many needs of consumers. We’re committed to delivering top-quality protein from farm to finish.”
The launch comes as other dairy ingredient suppliers expand their own protein-based concepts.
In October, Arla Foods Ingredients introduced Easy Bite, a protein snack concept designed to help manufacturers raise nutritional content while retaining taste and texture.
Arla Foods Ingredients, wholly owned by Denmark-headquartered Arla Foods, created Easy Bite using its Lacprodan EasyBar whey protein solution. The snack is formulated to deliver up to 40% protein in an 18-gram portion.
The concept contains eight ingredients and is described as “high” in fibre, with no added sugar, fat or maltitol.
Arla Foods Ingredients says the solution addresses a frequent issue in the protein bar category by keeping products soft and stable for as long as two years without adding fat or water-binding components such as collagen.
