How dairy majors are tapping into high-protein dairy this fall

The UK high-protein dairy sector recorded a 44.2% year-on-year growth in 2023 to reach a valuation of £117m, according to recent IRI data. This was due to consumers’ increased awareness of the importance of protein in a healthy, balanced diet. In addition, Kantar’s Defining Better 2024 consumer study highlighted that 42% of shoppers seeking healthier items were interested in seeing more high-protein grocery products.

Saputo Dairy UK, maker of Cathedral City cheddar, is among the dairy majors taking note of this ongoing trend.

Hitting the shelves this fall, the company’s Cathedral City High Protein cheddar cheese contains 30g of protein per 100g of product and 50% less fat than standard cheddar.

The range targets health-conscious consumers that don’t want to compromise on taste; and more specifically, Millennials and Gen Z shoppers who are now prioritizing their spending on healthy foods and fostering healthy eating habits as an ‘affordable and accessible source of pleasure’, Saputo said.

“Our goal is to provide shoppers with high protein, half fat cheese options that do not sacrifice the taste and quality they love, and this range is perfect for customers who want the joy and flavour of delicious cheddar with the additional benefits of naturally high protein and 50% less fat allowing them to achieve their fitness goals,” said Cathedral City brand manager Abi Armson.

The High Protein range – which comes in block, sliced, grated and mini formats (RRPs from £2.10) – has been formulated to complement Cathedral City’s Lighter, Lactose Free and Plant Based lines.

The new offering will be a direct competitor of EatLean and Myprotein’s (through a licensing deal with grocer Iceland) high-protein low-fat cheese ranges in the UK.

St Helen’s Farm dairy, a goat’s milk producer, has turned to cow’s milk for its first functional innovation: the SuperNutrio high-protein milk that has ‘double the protein of standard cow’s milk and 80% more calcium’. To achieve this, the company leveraged a filtration and concentration system that passes 2L of milk through filters, concentrating the protein and calcium content into 1L of product.

SuperNutrio has been developed to target both fitness enthusiasts as well as families with young children and the older generation who are looking to increase their protein intake, said the company. This is backed up by market data from Global Web Index shows that 44% of fitness enthusiasts say they actively look for high-protein products; 46% of parents with young children say they want natural products, and 35% of older women say they are interested in the nutritional value of products.

Bill Randles, MD at SuperNutrio, said: “This is a really exciting launch for a sector which has, for a long time, seen very little innovation. While there have been huge developments in new milk alternatives, the cow’s milk industry has, in comparison, remained relatively stagnant.

“However, our research tells us that there’s a gap in the market for those who are looking to increase their protein intake, but without the addition of any artificial flavourings, additives or preservatives – for example, fitness enthusiasts who are health-conscious, parents looking to support their children’s growth and development in a natural, easy way and older customers who realise the importance of protein in their diet.

“That’s why we’ve invested in our new, patent-pending process which allows us to filter and concentrate two litres of cow’s milk into one, to offer a delicious, creamy milk with double the protein, 80% more calcium, and absolutely zero nasties.”

St Helen’s functional milk is launching in Sainsbury’s and Tesco in September and October at an intro price of £2 (RRP£2.49), positioning it as a premium offering in the milk aisle; however, the product differentiates from the vast majority of refrigerated, dairy-based protein beverages that tend to be flavored rather than plain and in formats that appeal to the on-the-go consumer rather than the more traditional fresh milk buyer.

Müller UK & Ireland doubled-down on its high-protein focus with two new Light Protein Pudding SKUs (pictured above) as well as a brand collaboration with Myprotein to launch a new range of protein yogurts and desserts.

Müller says the protein segment is growing at four times the rate of the total category; and that its Müller Light Protein Pudding has a 45% higher purchase intent for shoppers than other protein puddings in the segment, highlighting a consumer desire for lighter and healthier choices with added benefits.

Coming in Chocolate Brownie and Chocolate Orange flavors, the two new SKUs have 14g of protein per 140g pot and are fortified with vitamin B6 and HFSS-compliant, with low-fat and reduced calorie content.

Also launching this fall in partnership with Myprotein: a range of yogurts and puddings that aims to overcome existing shopper barriers within the protein segment and meet demand for convenient protein-rich products.

Specifically, Müller says the chilled yogurt and potted desserts protein segment is growing at four times the rate of the overall segment according to Kantar data.

“The question we’ve been asking ourselves is how do we continue to optimise our health and nutrition range, while bringing something to the dairy aisle that is unique, appeals to expanding shopper needs, and drives further protein category growth,” said Richard Williams, CEO of Müller Yogurt & Desserts.

“What we found is that existing and new protein yogurt shoppers have some concerns around taste, credibility in terms of sports nutrition, and many can be intimidated by brand positioning which focuses on elite sports.

“So, by expanding our range and bringing together Myprotein, who are the experts in sports nutrition with Müller’s reputation for outstanding taste, we are confident that we have found the perfect pairing for shoppers.”

The new range includes:

• High-Protein Yogurts in 500g pots with no added sugar, offering 45g of protein in vanilla and 49g in natural flavour (RRP £3)
• Low-Fat Puddings in 200g pots, coming in chocolate and vanilla flavours, each containing 20g of protein (RRP £1.95)
• Low-Fat Mousse in 200g pots with 20g of protein, in chocolate and salted caramel flavours (RRP £2.50).

The entire range is now available at various retailers nationwide.