FDBusiness.com

British dairy nutritionals manufacturer, Volac, has launched a low-fat, high-protein dairy drink called Upbeat in the UK – a move that marks the company’s entry into the consumer market for dairy beverages.

Upbeat, which is made from fresh liquid whey protein concentrate and real fruit juice, was officially unveiled last week at the Vitality Show in London.

According to Volac, each 250ml bottle of Upbeat contains 20g of protein, less than 150 calories, 2g of fat, and less than half the sugar found in leading smoothies and fruit juices.

The product, which will be marketed by Volac’s consumer business, The Good Whey Company, is available in two flavours – strawberry, and mango and passion fruit.

Volac, Europe’s largest producer of whey protein for the sports nutrition market, has signaled the development of Upbeat as “the next step”  for it and The Good Whey Company, which currently markets just whey protein powders.

Quality protein beyond sports nutrition

Speaking with DairyReporter.com, Upbeat brand manager, Susie Hignett, said that the development will bring the “benefits of a high quality source of protein to a wide audience” – beyond the established sports nutrition market.

Upbeat will focus on busy people who lead full lives, but will also be relevant to others at a time when obesity is high on people’s agenda, snacking and satiety are debated, and sugar content and sources of protein are so topical,” said Hignett.

“That’s why it’s a great option for all health conscious consumers, post pregnancy mums, vegetarians and those cutting down on meat consumption, as well as the body conscious and performance sports people,” added Hignett.

Upbeat the “first of its kind in the UK”

Meanwhile, Mark Neville, Volac owner and director of the company’s human nutrition business, has heralded Upbeat as the “first of its kind in the UK.”

“Developed over several years using a proprietary technology and process, Upbeat stands out for being high-protein and low-fat and yet also has a luxurious mouth feel. We’re also chosen to go fresh to ensure the drink tastes great, essential for mass market appeal, and to preserve its natural and rich nutritional profile,”  said Neville, adding that the development could lead to the creation of a new category of protein drink.

“High protein dairy drinks will come to sit alongside hydration drinks such as water and coconut water, fruit smoothies, and energy drinks,” said Neville.

“We all need protein and yet don’t necessarily get the benefit from it across the day – now we can,” he said.  “There’s nothing out there like Upbeat and we are confident it will be a success.”

Upbeat will be available across London and surroundings areas from May 2013.