Dutch food firm Prinsen has developed a chocolate-flavoured whey protein powder that it claims will appeal to women because it “doesn’t feel like…a recovery drink.”
Prinsen’s Shape Up Fitness Shake Heavenly Chocolate, which is high in protein but low in fat and calories, was developed “specially for women” on the back of consumer demand from Northern Europe.
Touting the product at Vitafoods Europe 2014 in Geneva last week, Monique van Geffen, product developer at Prinsen, said that the combination of "great taste" and scaled down, feminine packaging should make the product, typically marketed to men, more appealing to female consumers.
“It’s a normal size, and the shape is like a good figure after exercise. It’s a normal size; it’s easy to fit on a shelf unlike the big tubs," she said. “But taste is also a focus for them. With a good chocolate taste, we think they will really like it.”
“…there are already a lot [of whey protein products] to buy for men. But of course a lot of women are going to the gym as well."
“They are doing exercise, they want to lose weight, they want to have a nice figure, but they might not buy the men’s stuff that is already available.”
“It doesn’t feel like a diet or a recovery drink, it feels more like a normal chocolate shake," van Geffen said.
North European demand
Helmond-based Prinsen, which manufactures a wide range of instant powder food products, made the leap into female-targeted sports nutrition after identifying significant demand for a product of this sort.
“Actually we got a request for this kind of product from Northern Europe,” said van Geffen.
“After that our marketing and sales departments were looking around, and based that on that we started our development of this product.”
Shape Up Fitness Shake is currently available in Western Europe, but Prinsen hopes to expand availability of its development.
Looking ahead, van Geffen believes there will be steady demand for products like Shape Up Fitness Shake from female consumers.
"We will have to see," she said, "but I think it will be growing.”