It’s no secret consumers want clean, plant-based protein options. We’ve seen demand for meat alternatives surge in recent years, but increasing plant-powered protein powders and supplements are gaining traction in the world of sports nutrition. Earlier this year, CytoSport, Inc, the makers of Muscle Milk, added protein bars and powders to their Evolve line of plant-based protein. And MusclePharm Corporation is following in toe with the debut of their newest 100 percent plant-based product line, MusclePharm Natural Series, at Natural Products Expo West, the world’s largest natural products expo.
The Natural Series will feature a line of vegan, organic, gluten-free, soy-free, non-GMO products such as protein bars, raw protein powder, a pre-workout, and a superfood supplement. According to Ryan Drexler, CEO and Chairman of the Board, MusclePharm, “We are expanding our line in response to the burgeoning demand for nutritious, all-natural organic offerings that promote healthy lifestyles and environmental sustainability. Both the all-natural and organic segments represent the fastest-growing corner of the market, and MusclePharm is a brand uniquely positioned to capitalize on this opportunity.” MusclePharm has become a leader in the sports nutrition industry that is currently available in 50,000 retail outlets worldwide, but according to a report by Benzinga, their Natural Series line will be distributed to entirely new retail channels, including natural food stores.
MusclePharm’s newest protein powder and bars will both feature pea protein, which seems to be showing up everywhere lately, from plant-based milks to burgers and CytoSport’s Evolve line of plant-based protein. Earlier this year, Roquette, a French-owned family company, announced that it would build the world’s largest pea processing plant in Canada, which is the largest investment in pea protein to date. And recently, General Mills purchased D’s Naturals, a line of plant-based protein bars and spreads that feature pea protein. Even the newest CEO of Tyson Inc, the world’s largest meat producer, believes that the future of protein is plant-based.
There’s no better time than the present for companies like MusclePharm to debut an organic, plant-based protein line. It is estimated that the plant-based protein market will reach a value of $5.2 billion by 2020 while the organic industry experienced an unprecedented growth of 11 percent for a total of $43.3 billion in 2015.
It seems like everyone is figuring it out — the future of protein is plant-based.
Lead image source: MusclePharm