FrieslandCampina debuts range of sports nutrition products | Progresiv
FrieslandCampina will launch a range of high-protein sports nutrition products under its Vifit Sport brand – including protein drinks, shakes and bars. 
The range ‘responds to the needs of active consumers’ and will aid with the recovery and development of muscle after exercise, the dairy company said. It claimed that demand was obvious, with 44% of consumers in the Netherlands alone using sports nutrition products – a third of them after having exercised.
It marks a step-change for the Amersfoort-headquartered business, which has previously concentrated on supplying ingredients for sports nutrition producers rather than manufacturing finished products for the protein market itself.
Royal FrieslandCampina CEO Roelof Joosten said: ‘Our product developers have developed products that respond to the needs of a growing group of active sportspersons by making use of our knowledge about the nutritional value of dairy for the build-up and recovery of muscles.
“With this sports nutrition, we aim at all sportspersons. Therefore the products are available online as well as at a large pharmacy chain. We explicitly aim at all sportspersons with a goal, from amateurs to top athletes. With this we break the idea that sports nutrition is only relevant to bodybuilders and top athletes.”
FrieslandCampina already produces milk-based ingredients for sports nutrition producers. It developed protein powders exclusively for the Dutch Olympic athletics team in 2016. (www.foodbev.com)
