Monday, November 28, 2022

Nomadic Dairy taps into protein’s continued growth

Nomadic Dairy has made its first foray into a significant non-yogurt category with two protein puddings, launching this week in SPAR stores nationwide.

The two flavours – vanilla and chocolate – will then go into Morrisons in early January 2023.

Each 200g pot contains 20g of protein, is low in fat and contains no added sugar – ticking all the right boxes for a growing number of consumers who want to boost their protein intake. These are no longer just gym-goers, but, increasingly, those with a busy lifestyle – in the ‘Active Health’ category.

In yogurts and potted desserts, active health has seen the strongest growth in volumes – up 4.4% (+£6m) – and is now worth £83.3m (Kantar 52 w/w 12 June 2022).

Nomadic believes its focus on great taste can generate cut-through in the busy protein space.

Bethan Miles, brand manager at Nomadic Dairy, said: “We’re keenly aware of the shift in protein products’ appeal which has significantly expanded consumer demand. Whether people are gym goers or just plain busy, these protein-packed puddings represent functional, but easy and great-tasting, additions to on-the-go diets. Our competitive ‘edge’ is a focus on taste, which we think has almost been an afterthought for others.”

Nomadic Dairy Protein Puddings, vanilla and chocolate, 200g pot, RRP £1.89.

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