Across the world NZMP is seeing increased interest in everyday active nutrition.
The number of food and drink product launches with high protein claims grew by 38% in South East Asia, and 47% in Thailand between 2016 and 2017 (Mintel GNPD). The potential for dairy protein is growing, with Frost and Sullivan forecasting the Asia protein ingredients market growing (CAGR) by 11.5% to 2020.
NZMP’s team has been developing new products and working with customers to capture this growth. As consumers have increasingly busy lifestyles, coupled with rising incomes, they are more interested in products which deliver nutrition and convenience in a single product.
In Thailand, NZMP partners with CP-Meiji, the region’s leading pasteurised milk producer, to create flavour innovations and grow the company’s exciting product portfolio.
In 2015 CP-Meiji launched its first high protein milk product using one of NZMP’s SureProtein™ ingredients. NZMP SureProtein™ ingredients can double the protein content in certain product formats. Since then CP-Meji has launched six new flavours, the latest, a zero added-sugar high protein pasteurised milk.
NZMP Thailand Account Manager, Autchawadee Noi Teekabun says, “The latest formulation has been really well-received by consumers, the creamy texture and flavour of our ingredients is a great hit which exceeded CP-Meiji’s expectations."
“A key reason for this success with CP-Meiji is the NZMP team’s ability to understand the customer’s needs and co-develop solutions to ensure we’re helping them lead the way in innovation and stay ahead of consumer trends."
NZMP Account Manager, Autchawadee Noi Teekabun
President of CP-Meiji, Sujarit Mayalarp describes protein’s popularity and growth in awareness of its benefits as, ‘the next calcium’. He promises that while CP-Meiji has launched protein milk products for the past four years, “there’s still more to come, as protein is now about more than sport. We hear about its role in prevention, active healthy lifestyles and we can educate consumers about this.”
“Our mission is to be at the forefront of dairy science, and to be the leader in the minds of consumers in Thailand and in Southeast Asia countries. One way we can achieve this is through our team working closely with NZMP in technical knowledge sharing and in return, NZMP often shares general market insights and NZMP product information with our Marketing team. We sincerely hope that this special relationship will continue well into the future,” says President Mayalarp.