Naughty Boy is expanding its cream of rice lineup with 'COR Pro,' a version that incorporates micellar casein into the carb base so people who already mix protein into their bowls can do it in one product. The formula turns the brand's long-running 'COR' into a more balanced meal built around slow-digesting protein and cream of rice.
Micellar casein, a milk protein known for slower digestion, will change the flavor and texture of regular COR while adding protein alongside the usual cream-of-rice carbohydrates. COR Pro will go live shortly through Naughty Boy's online store in the UK and through its retailers and distributors in the UK and nearby European markets.
UK and nearby European distribution gives the format a broader sports-nutrition lane than a plain carb product, because one pack covers both the cream of rice and protein steps at once. Micellar casein also turns a do-it-yourself pantry combination into a packaged hybrid, making convenience part of the category's appeal.
Image Credit: Stack3d
What Makes This Trend Stand Out
- Protein-integrated Carbs
- Hybrid meal bases that combine carbohydrates with functional proteins create shelf-stable formats for consumers seeking simplified performance nutrition.
- Slow-digesting Nutrition
- Micellar casein’s extended digestion profile supports products positioned around satiety, recovery, and sustained nourishment beyond traditional quick protein formats.
- Diy-to-packaged Meals
- Common consumer mixing habits are being formalized into packaged solutions that reduce preparation steps while expanding premium positioning.
Sectors Adopting This
- Sports Nutrition
- Performance-focused brands can differentiate by merging macros into convenient meal systems rather than selling isolated powders or carb bases.
- Functional Foods
- Everyday meal staples enhanced with targeted ingredients reflect growing demand for foods that deliver both nutrition and specific wellness benefits.
- Packaged Breakfast
- Cream-of-rice and hot cereal formats gain new relevance when reformulated as high-protein, convenience-led alternatives for active consumers.
