Windmill Organics is stepping up its focus on protein with the launch of four new snacks under its ProFusion brand.
“Protein is an increasingly important focus, because as the category grows – up 24.2% in value over the past year – it’s clear that protein is no longer just for gym-goers. Consumers are now choosing it for everyday wellness, energy and balance, which aligns closely with our wholefood, plant-based approach,” Carmen Ferguson, brand manager at Windmill Organics, told FFD.
“There’s also growing concern around ultra-processed foods, pushing demand for cleaner, more natural protein sources – a space where ProFusion is already strong. As protein becomes more mainstream and macro-conscious eating rises, we see a real opportunity to meet this need with our nutrient-dense, minimally processed foods,” she added.
The producer’s latest round of NPD takes in two Nut Crunch mixes, in Roasted & Salted and Roasted Tamari flavours (RRP £2.99), and two organic Protein Cakes made from lentil and chickpea (RRP £2.49). The mixes combine soybeans, cashews and almonds, delivering 12g of protein per pack. The Lentil Cakes pack 25% more protein and four times more fibre per serving than rice cakes, while the Chickpea Cakes provide nearly twice the protein and over two and a half times the fibre, says Windmill Organics.
The introduction of these four snacking lines builds on the launch last year of protein pastas made from organic chickpeas, red lentils and peas under the ProFusion label.
Asked why fine food retailers, who have historically placed more emphasis on quality and taste than health, should consider stocking protein products, Ferguson replied: “The protein category can still offer quality and taste, and is poised for continued evolution. Several key trends seem to be emerging, notably the demand for less processed options. Consumers are checking the back of labels more and are gravitating towards minimally processed, natural protein sources, such as legumes and whole grains.”
She also advised that, with increasing attention on longevity, menopause and peri menopause, reaching consumers aged 45+ will be key.
This article first appeared in the August issue of Fine Food Digest.
