DISPATCHES FROM VITAFOODS EUROPE 2014
Marketing whey protein to the elderly 'challenging': Davisco Foods
Polly Olson, vice president of business development, sales and marketing at Davisco, spoke with DairyReporter.com's Mark Astley at Vitafoods Europe 2014 in Geneva, where the Minnesota-based firm was touting the benefits of its BiPro brand whey protein isolate (WPI) powder for healthy ageing.
Davisco initially marketed BiPro to those with an active lifestyle.
But with whey protein now increasingly considered mainstream, Davisco has shifted its focus in part to the elderly.
Convincing this older generation of the benefits of protein has not been easy though, said Olson.
"As a matter of fact, it is challenging to get to the elderly because our role is communication, and so much is done on the internet and Twitter and Facebook and these folks need to get with that more to learn," said Olson.
"So the role of the doctors and the dietitians in advising them about protein is really key."