Performance nutrition brand Dymatize collaborated with Dunkin’ to create a glazed donut-flavored hydrolyzed whey protein isolate called ISO100. A 25 g serving of the isolate contains 120 calories and 1 g of sugar and offers fitness enthusiasts an ultra-fast absorbing protein to help them reach their goals.
“Our consumers work overtime to meet their ambitious fitness goals. The last thing they want after a long workout is to reward their hard work with a protein powder that falls flat on flavor.
That’s why Dymatize is always looking for new flavors while never sacrificing our commitment to science-backed nutrition,” says Matt Echave, associate director at Dymatize.
“Our partnership with Dunkin’ underscores that commitment — the melt-in-your-mouth deliciousness and flavor of Dunkin’s iconic glazed donut plus hydrolyzed whey protein isolate empowers our consumers to go further.”
Muscle-building amino acids
The glazed donut flavor complements the existing ISO100 cappuccino and mocha latte flavors. Donut and coffee flavors are currently sought after in workout products. It is the twelfth in a range of cookie and confectionery-flavored powders for sports performance.
Each scoop is formulated for easy mixing with 5.5 g of muscle-building, branched-chain amino acids to provide essential nutrition for enhanced performance.The glazed donut flavor was conceptualized as a reward for sporters post-workout (Credit: Dymatize).
“We are thrilled to provide our fans with another way to enjoy the iconic flavors of Dunkin’ while empowering their fitness journeys,” says Brian Gilbert, the VP of retail business development at Dunkin’. This innovation captures the time-honored glazed donut, offering fans a classic flavor they will instantly recognize and savor.”
Innova Market Insights data suggests that more than one in three consumers globally show interest in having protein as a functional ingredient in their food and beverages. Roughly 43% use protein products such as bars and powders as sports nutrition.
New product development (NPD) in the category is focused on protein fortification and ready-to-drink beverages. Electrolyte-infused hydrating gel formats, dessert-flavored bars and premium offerings support NPD growth, suggests Innova data.
Industry interests
In other developments, US sports and active nutrition company 1440 Foods introduced two nostalgic flavors – brownie and caramel churro – to their Pure Protein lifestyle range of protein bars, ready-to-drink beverages and savory snacks.
In addition, the space of sports nutrition, particularly in the age of social media and rapid transfer of information, is constantly shifting. Industry players tell Nutrition Insight that from environmental sustainability to tastes that take consumers back to their childhoods, sports nutrition is becoming more ethical, fun and flavorful than it used to be.