Masking solutions for active lifestyle products

Masking solutions for active lifestyle products

As the sports nutrition market becomes more mainstream, companies are now targeting healthy and active lifestyle consumers. According to the market trends, consumers look for natural ingredients, as well as for protein loaded products, both coming from whey and from vegan sources.

According to Innova Market Insights, the number of product launches with protein claims increased by 62% between 2014 and 2016, while the number of launches claiming vegan protein increased by 49%.
Yet, according to a survey, taste remains the number one priority for consumers. However, adding protein may deliver some unpleasant flavour notes to products.

ITS has developed two ranges of masking solutions to allow protein-enhanced products to pass the taste and texture test and succeed in the market. These ranges are MaskEX Sports™ and MouthTEX Sports™.

The MaskEX Sports™ range has been designed to help mask bitterness, or other off-notes associated with protein, making it more palatable or helping to neutralize the base to add other flavours to it.

The range is available in two formats: the first one is ideal for vegan protein-based products, and the second one for whey protein-based products.

The MouthEX Sports™ range has been developed to to create mouthfeel, texture and creaminess in a protein shake whilst helping to mask bitterness and graininess, creating a thicker and smoother style shake. 

For more information please contact or call +44 1635 261920.