Masking Solutions

Masking solutions for active lifestyle products

As the sports nutrition market becomes more mainstream, companies are now targeting healthy and active lifestyle consumers. According to the market trends, consumers look for natural ingredients, as well as for protein loaded products, both coming from whey and from vegan sources.

This can be seen in table 1, where the number of product launches with protein claims increased by 62% between 2014 and 2016, while the number of launches claiming vegan protein increased by 49% (table 2). Pea protein has been the most successful plant protein to date with a 65% increase (2015-16) as can be seen in table 3.

Yet, according to a survey, taste remains the number one priority for consumers. However, adding protein may deliver some unpleasant flavour notes to products.

ITS has developed a range of masking solutions to allow protein-enhanced products to pass the taste and texture test and succeed in the market.

MaskEX Sports™ range

The MaskEX Sports™ range has been designed to help mask bitterness, or other off-notes associated with protein, making it more palatable or helping to neutralize the base to add other flavours to it.

The range is available in two formats: the first one is ideal for vegan protein-based products, and the second one for whey protein-based products.

The MaskEX Sports™ range includes solutions ideal for both vegan protein and whey protein based products. Some of the vegan protein blends it can help with include spirulina, spinach and other similar green powder, where the solution helps masking the metallic notes associated with vegan protein sources.

MouthTEX Sports™ range

This range of products have been developed to create mouthfeel, texture and creaminess in a protein shake whilst helping to mask graininess, creating a thicker and smoother style shake.

The range includes a solution ideal for both whey protein based and vegan-based (pea, hemp, rice & soya isolate) instant drinks, creating a creamy, smooth shake. Dosage can vary depending on the amount of whey or vegetable protein concentrate or whey protein isolate used and other ingredients in the recipe.

For more information please contact or call +44 1635 261920.

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