Feature: Protein Power

Ruby Deevoy is on the hunt for the latest clean and innovative protein products set to boost the UK wellness market — from new bars and beverages to nourishing bone broth.

According to a 2024 survey commissioned by The Grocer, a whopping 77% of people are focused on trying to add more protein to their diets. Gone are the days when protein shakes, supplements and bars were reserved for bodybuilders only; these products have well and truly entered the natural wellness space, and as a result are transforming from highly processed whey powders into something altogether more body- and planet-friendly.

One brand elevating the protein scene is Maama, a long-standing Italian family brand renowned for its clean-living, organic fare. New to the range are Maama’s raw, plant-based Protein Fuel Bars (Cashews & Cacao and Roasted Pistachios), made using natural ingredients in the sunny region of Campania, resulting in a product that tastes great, supports wellbeing and contains 7g of protein to boot.

Organic at heart

Giovanni Chiappano, head of international business development at Maama, is on a mission to connect people with Mother Nature, through the brand’s products and actions.

“Our vision completely revolves around bringing nature into people’s lives. The products being fully organic is at the heart of everything, because we want our food to be as natural as possible, with minimal processing. Our protein bars are sugar-free, cold-pressed and plant-based, matching the original raw chocolate product brought to market by our company founder nearly a century ago.”

Giving back to the planet

As so many people around the world are keen to consume more protein, the environmental impact of this demand must also be considered. Plant-based proteins — such as the nuts, seeds and rice protein powder used by Maama — are generally considered much more environmentally friendly than animal-based proteins, requiring less land, water and energy for production, and producing less greenhouse gas emissions. This is particularly true when opting for locally sourced ingredients and light manufacturing processes.

Aside from using ingredients that are better for the planet, Maama goes one step further in giving back with its plastic mitigation programme.

“Unfortunately, we’re obliged by law to use plastic for our packaging, but we wanted to find a way to counteract this footprint,” says Chiappano. “Maama is committed to a project with a new, innovative start-up where we clean up the equivalent amount of plastic from the ocean that has to be used in our wrappers. We all have to find ways to stop exploiting Mother Nature and live in a sustainable way. She’s our future and our present and our past, and gives us so many incredible things — from the waves of the ocean, to the snow of the mountains, to the incredible foods that grow on our trees and land. This is something that’s so important to preserve and at Maama, we’re trying to do our bit.”

Protein on the move

Of course, protein bars aren’t the only products available to satiate the growing appetite of health-focused consumers and trade buyers, who are increasingly searching for no- and low-sugar options, on-the-go protein, wholefoods and healthy fats. New protein solutions are landing on the shelves, such as the vegan Feisty Protein Soda, which provides 10g of protein in a hydrating fizzy drink.

Functional game-changer

“Feisty Protein Soda is a game-changer in the functional drinks space,” says Nicole Compen, owner of retail pop-up Raye the Store.

“The combination of bold, refreshing flavours with a clean protein boost makes this totally unlike your typical protein drink. It’s light, fizzy and easy to enjoy on-the-go, making it a perfect fit for health-conscious consumers looking for something fresh and innovative.”

While many producers face challenges trying to develop a protein drink that offers great taste and texture, Feisty Protein Soda is one brand that has achieved the seemingly impossible. The cans are available in a variety of flavours, including White Peach, Lemon Lime and Sour Cherry Blackcurrant, with no added sugar and no artificial flavourings.

The OG protein drink

Plant-based products aren’t every customer’s focus, so it’s worth catering to a range of needs. Here, we’re not looking to the future, but to the past — way back to the Stone Age, in fact, when bone broth is believed to have first been consumed. 

While this powerhouse drink is certainly not suitable for vegetarians, its deeply nourishing benefits have been sworn by for thousands of years, even getting a mention in the Bible.

Described by grass-fed bone broth brand Ossa Organic as ‘tradition, not trend’, in recent years this ancient brew has come back into fashion, particularly in paleo and keto diets, and is hailed within traditional Chinese medicine for its potential in supporting the kidneys, improving gut health and boosting the immune system.

Unsurprisingly, it is high in protein and collagen, while low in calories. Many people enjoy it straight up as a warm drink, but it can be added to sauces, stews, soups and even hot chocolate (don’t knock it ’til you’ve tried it), making it a versatile product with numerous sales hooks.

By Ruby Deevoy, features writer