FEATURE
SPORTS & PROTEIN PRODUCTS
19 SEPTEMBER 2025 ASIAN TRADER 31
sale performance.
This suggests
consumers are
willing to pay more
for products that
offer clear differen
tiation through
celebrity association,
health credentials,
and innovative
flavour profiles.
Power play in protein
The protein drinks market is expe
riencing a remarkable surge, with
ready-to-drink (RTD) protein
shakes growing at an impressive
21.2 per cent [IRI] while the
broader chilled yogurt and potted
desserts protein segment is
expanding at almost three times
the rate of the category [Circana].
For convenience retailers, this
represents a golden opportunity
to capitalise on evolving consum
er behaviour that’s moving
protein consumption from niche
fitness circles into mainstream
daily routines.
Popular ready-to-drink protein
brand UFIT is leading the charge
with a strategic packaging
relaunch designed to broaden its
appeal beyond traditional sports
nutrition demographics. With a
commanding 31 per cent market
share, growing to 34.3 per cent in
the latest 13 weeks as of Septem
ber 2024 [Kantar], UFIT’s
approach signals a shift in how
brands are positioning protein
products.
“What sets UFIT apart is our
inclusive approach. Unlike many
competitors who focus heavily on
sports nutrition and target ‘young
men who gym’, we position
ourselves as a brand for everyone,”
explains Angie Turner, Head of
Marketing at Lacka Foods.
The brand’s £150,000
investment in its
relaunch includes
bold, colourful
packaging that
consumer insight
reveals 58 per cent of
customers prefer,
specifically citing
“the bold, eye-catch
ing colours and
clarity of informa
tion.”
Leading protein bar brand
Grenade, meanwhile, is capitalis
ing on the RTD protein market’s
superior growth rate by relaunch
ing its shake range. With protein
shakes outpacing protein bars
(21.2 per cent versus 5.59 per cent
growth [IRI]), the brand sees
significant opportunity for
incremental sales, particularly
when stocked alongside their
bestselling protein bars.
The reformulated range offers
five flavours in 330ml bottles
with over 25g protein, low fat and
sugar content, and complete
recyclability – addressing both
nutritional and environmental
concerns. At £2.75 RRP, Grenade
positions itself in the premium
segment whilst remaining
accessible to mainstream
consumers.
Strategic partnerships
The collaboration between Müller
Yogurt & Desserts and Myprotein
shows how established dairy
brands are leveraging sports
nutrition expertise to capture
growing demand. Their latest
launch includes a ready-to-drink
protein shake (25g protein per
385ml serving, £2 RRP), and
convenient “top hat” yogurts (20g
protein per 180g pot, £1.89 RRP),
both designed for on-the-go
consumption.
“Over the last year we’ve been
maintenance, and muscle
recovery.
“Consumer interest in health
and wellness has been rebounding
since 2021 and functional food
continues to drive growth and
excitement within the category,
with no end in sight,”
explains Group
Marketing Director
Heloise Le Norcy-
Trott. “As category
experts this is the
opportune moment
for us to launch a
great tasting protein
cheese and milk
range.”
The Lindahls
range includes
250ml protein milk
(£1.85 RRP) and 500ml collagen-
enhanced variant (£3.25 RRP),
specifically designed for conveni
ence consumption. This pricing
architecture allows retailers to
capture both impulse purchases
and planned protein supplemen
tation needs.
Lindahls’ simultaneous launch
of high-protein cheese variants
represents a significant category
expansion opportunity for
convenience retailers. The protein
cheese range includes Cottage
Cheese (25g protein per 175g pot,
£1.50 RRP), Gouda Slices (38g
protein per five-slice pack, £2.00
RRP), and Greek
Cheese (27g protein
per 135g pack, £2.25
RRP).
The cheese range’s
positioning as “better
for you” alternatives
without taste compro
mise aligns with broader
consumer trends
towards functional foods
that don’t sacrifice flavour.
Lindahls’ advantage as the only
brand present across protein
cheese, milk, yogurts, and
desserts categories positions it
uniquely to drive cross-category
sales and establish protein as a
unifying theme across dairy
fixtures.
Breaking the artificial
barrier
The protein snacking and
breakfast landscape is undergoing
a fundamental transformation as
consumer demand for high-pro
laser focused on continuing to
optimise our health and nutrition
range, and the unique partnership
we launched with Myprotein last
year has been key in this ambi
tion,” states Richard Williams,
CEO of Müller Yogurt & Desserts.
“Together, we’ve
driven further
growth within
the dairy
protein category
by appealing to
health-conscious
consumers
looking to
support healthy
lifestyles with
products which
are tasty and
credible.”
Neil Mistry, CEO of THG
Nutrition, reinforces this
positioning: “This latest launch
gives shoppers even more
high-protein choices – proving
that active nutrition can be
accessible, convenient, and
genuinely enjoyable.”
The collaboration is being
supported by a multi-million
pound campaign including a
branded van touring the country
over 10 weeks, distributing more
than 100,000 samples at almost
100 activation events.
Rise of dairy protein
The protein milk
segment is witness
ing significant
innovation, with
SuperNutrio intro
ducing high-protein
milk that delivers 100
per cent more protein
and 80 per cent more
calcium than standard
cow’s milk through
smart filtration technology.
This approach appeals to diverse
demographics: fitness enthusi
asts, families seeking to keep
children fuller for longer, and
older consumers requiring
additional minerals.
Lactalis UK & Ireland’s
extension of the Lindahls protein
range into convenience and
wholesale channels demonstrates
the category’s mainstream
potential. The £39 million RSV
protein dairy market is attracting
affluent and urban shoppers aged
45+, who exercise regularly and
seek protein for weight loss,