Health & Wellness

The 17 oz FitPro Plus with 40g protein targets hardcore users, while the 11oz Daily variant with 26g protein targets regular gym goers or anyone looking for more protein. Because it is packaged in an aseptic environment, FitPro is shelf-stable for 16 months.

Big Interview: Brad Kloss, founder and CEO, FitPro

FitPro: Is there room for a new player in the RTD protein shake market?

By Elaine WATSON

Launching a new product into the ultra-competitive ready-to-drink (RTD) protein shake market is not for the faint-hearted. But being a minnow in a pool of sharks doesn’t faze the founder of FitPro, who reckons he can give Muscle Milk a run for its money.

Selling protein to boomers (without mentioning muscle wastage)

Special edition: Protein-rich foods, the next generation

Selling protein to boomers (without talking about muscle wastage…)

By Elaine WATSON

As any self-respecting baby boomer will tell you, getting old is something that happens to other people, and being told you’re not as sprightly as you once were is not the best way to get you to part with your hard-earned cash.

Are we on the cusp of a protein renaissance?

Special edition: Protein-rich foods, the next generation

From Chobani to Special K: Are we on the cusp of a protein renaissance?

By Elaine WATSON

Protein, so trend watchers - and opportunistic protein suppliers - keep telling us, is red hot right now, for all ages and both sexes, covering weight management, healthy aging, sports nutrition, and general health & wellness. But is this just hot...

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