Milk Specialties Global is helping to forge a new category for protein with a form of whey protein called PRObev that can function in clear, carbonated beverages
Protein can be associated with a variety of mouthfeel attributes. Creamy on the good side; chalky on the unpleasant end of the range. In beverages it has been used in just about everything from pre-workout sludge to teas, coffees and savory offerings. It has even been tried in ‘waters’ of various sorts before, but issues of mouthfeel and opacity remained.
This has restricted protein’s appearance to beverages that have a primary nutritional support positioning. In other words, you are drinking this beverage as part of your food intake, and less because you’re just thirsty. Now with its new offering, dubbed PRObev, a clear, heat stable whey protein isolate, dairy-based proteins can take their place in a bolstering the nutritional punch of the hydration end of the aisle, said Michael Hiron, vice president of sales for Milk Specialties.