Prinova’s high-protein product innovations to meet consumer trends

At SupplySide Global 2025, Nutritional Outlook Associate Editor Erin McEvoy interviewed Dan Force, director of marketing and innovation at Prinova, to discuss how the company's high-protein snack bars and beverages concepts meet growing consumer trends in protein product selection.

Transcript

Erin McEvoy: Hi everyone. I'm here at Prinova with Dan Force. Thank you for joining us.

Dan Force: Yep, yep. Pleasure to be here.

McEvoy: So could you tell us more about the new innovations with the high protein snack concepts?

Force: Yeah, yeah, absolutely. So we're demoing at the show two Ready to Eat concepts both focused on front of pack protein claims. Our approach has been incorporating a wide variety of protein focusing on functionality, so maybe less focused on vegan versus animal, maybe less focused on amino acid score and PDCAAS [protein digestibility-corrected amino acid score], but really honing in on what's the best functional performance of a combination of proteins to deliver the best taste sensory experience in a high protein product.

McEvoy: And so what are some of the highlights in the new beverages and what consumer trends have been seeing?

Force: Protein again. In beverages absolutely I would say the hottest trend we're experiencing at Prinova across the board is the concept of clear whey protein into carbonated beverages. There are a few breakout brands in the space now that are seeing huge velocity growth. There's a lot of interest across the industry and new launches into that. You've got the case of technology that's been around for a while, but finally, the infrastructure, the supply chain the contract manufacturing in place to support high volumes of carbonated drinks with high protein claims and the consumer demand has really been overwhelming. We expect that to continue.

McEvoy: Alright. So what additional trends are you seeing with consumer demands in bars and beverages?

Force: Bars and beverages, I mean honestly it is really protein all day. We're hearing from major food drug mass retailers that 18 of their top 20 highest velocity SKUs are front and pack protein claims. We're seeing new data that's showing more than ever protein is a leading factor in consumer's choice to pay and also what their products where they're willing to pay more. So it's very similar across whether it's beverage, whether it's bars, and even looking more in the functional food space, bakery, even things like confectionary, we're seeing an explosion of protein. And again, our approach is really our three-pillar offering, right? Kind of canvassing that entire toolbox of protein offering. So our vegan protein, our dairy proteins, and our meat proteins, offering that broad array of products to customers so that they have the tools they need to innovate in these new categories and deliver optimal taste more than anything to consumers.

McEvoy: Alright, well thank you.

Force: Thanks a lot.