Madagascan Vanilla and Cocoa & Sea Salt Plenish plant-based protein powder products are two first-of-their-kind products from the Carlsberg Britvic-owned brand, filling a gap in the protein market by featuring just seven naturally sourced ingredients per formula. Packed with 20 grams of quality pea protein per serving, plus a complete amino acid profile, these minimal-ingredient plant-powered protein powders exclude all artificial sweeteners, flavors, oils and preservatives.
“We know today’s consumers expect more from their wellness products and want multiple health objectives in a single product,” said Russell Goldman, managing director of Breakthrough Brands at Carlsberg Britvic. “Consumers using protein powders want to hit their protein goals while keeping things simple, and enjoying added benefits like fibre, without having to compromise on taste.”
Key Themes Behind This Trend
- Minimal-ingredient Wellness
- Market demand is shifting toward products with very short, transparent ingredient lists that still deliver core nutritional benefits.
- Plant-based Protein Purity
- Consumer preference for plant proteins is being paired with expectations for complete amino profiles and absence of artificial additives.
- Multi-functional Single-product Solutions
- There is growing interest in formulations that combine protein, fiber and taste in a single minimal-ingredient product to meet multiple wellness goals.
Where This Applies
- Sports Nutrition
- Athlete and active-lifestyle segments are trending toward clean-label protein sources that offer performance-grade protein per serving without extra additives.
- Food Manufacturing
- Ingredient suppliers and formulators face opportunities to develop concentrated, naturally derived components that enable simple, shelf-stable protein powders.
- Retail Private-label
- Retailers are positioned to capitalize on consumer trust by offering store-brand minimal-ingredient protein lines that emphasize transparency and value.
