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Protein Powder Pods Deliver Convenience, Cost-Competitiveness

September 12, 2018: 12:00 AM EST
Michigan-based Vade Nutrition is betting its future on the convenience and cost-competitiveness of its innovative technology for protein shakes. The family-owned company has created dissolvable single-serve protein powder “scoops” encased in edible film that dissolves in water. The concept is similar to dissolvable pods used in household cleaning products. Though sales growth of protein and protein call-outs has tapered off somewhat, both categories continue to grow. Protein powder sales in the U.S. grew 11 percent in 2018, down from 14 percent in 2016. Growth in the RTD segment dropped to 8.3 percent in 2018 from 9.7 percent in 2016. Vade Nutrition’s marketing is apparently paying off: it is one of two top results when searching for “protein pod” on Google, the other being a company called Podz.
Adi Menayang , "As protein category crowds, start-up Vade Nutrition shakes things up with dissolvable scoop ‘pods’", Nutraingredients-USA, September 12, 2018, © William Reed Business Media Ltd
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