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“On-The-Go” Society Demands Nutritious Meals – Especially Protein – In A Bottle

November 15, 2013: 12:00 AM EST
The market for ready-to-drink protein-fortified meals is booming, according to beverage industry observers. Mintel reported recently that 74 beverages containing protein were released in the first six months of 2013, compared to only 49 during the same period of 2012. A Wisconsin company that supplies protein ingredients to the beverage industry says America has become an “on-the-go” society that demands nutritious food – including protein – in a quick, convenient format. Consumers are also looking for “wholesome and natural” ways to consume a balanced diet. The basic trend? Beverages are no longer around just to wash down a meal – they’ve become the meal.
Jessica Jacobsen, "Protein-fortified beverages carving out niche in beverage market", Beverage Industry, November 15, 2013, © BNP Media
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