Speaking at the Zenith International Global Dairy Congress in Amsterdam last month, Alex Brooks, marketing and category development director at For Goodness Shakes, said manufacturers must understand the specific functional needs of groups of individuals.
“What is true is that one size does not fit all,” he told a packed room.
“We need to understand the needs of the individual," he said.
For Goodness Shakes' Ultimate Protein, for example, contains 40g of whey and casein protein and and 10g of carbohydrate per 475g bottle for "specific muscle definition and development."
High Protein, on the other hand, contains 25g of milk protein, making it better suited for "entry level and general gym fitness."
For endurance, its offers Sports Recovery, which boasts a higher carbohydrate ratio, and for general health and fitness nutrition, Protein Nutrition.
It also recently launched Kids on the Go, and sees opportunities in senior nutrition.
"Scary" image
My Goodness, the London-based company behind For Goodness Shakes and energy and hydration brand, Nectar, was acquired by Aurivo Cooperative Society earlier this year.
Brooks joined For Goodness Shakes as a founder member of the team in 2004.
“When we started 11 years ago, one of the greatest challenges was that while we’re in sports nutrition we were trying to bring it into the mainstream," said Brooks.
They soon realized it was about "understanding the particular needs of the individual, but also the retailer."
This, Brooks said, involved shaking off the sports nutrition category's "scary" image.
Now, 11 years on, For Goodness Shakes protein drinks are stocked by retailers in the UK alongside energy drinks - something the company considers an achievement.