In the protein beverage market, demand is high not only for premium products that offer functional benefits, but for products with unique flavors that appeal to consumers’ changing tastes.
Taokaenoi Food & Marketing is a Thailand-based manufacturer best known for making snacks. Looking for ways to help people live a healthy lifestyle, the company developed MyWhey, which includes protein powders and healthy living products fortified with science-backed ingredients.
Looking to expand their MyWhey product line, Taokaenoi Food & Marketing wanted to differentiate their powdered beverage products by meeting the benefit demands of their target customers, while offering a product with an indulgent flavor.
Understanding that a strong immune system is key to helping athletes stay healthy and recover quickly from workouts and sports activities, Taokaenoi Food & Marketing began their research by looking for products that could support athletes’ overall health and wellness. And while many functional ingredients in the market offered athletes health benefits, the company was searching for a premium, efficacious ingredient, backed by clinical research that demonstrated the ingredient’s ability to help strengthen the immune system.
More consumers are joining gyms, and looking to supplement their nutrition through products such as meal replacement and powdered beverages. They are also looking for benefits such as immune health and muscle recovery.- Itthipat Peeradechapan, Chief Executive, Taokaenoi Food & Marketing
Impressed by clinical research that highlights the natural functional ingredient Wellmune®’s ability to help support the immune health of athletes at all levels, Taokaenoi Food & Marketing sought to develop whey protein powder products with this added benefit. Because Wellmune is easy to formulate into powdered beverages, the company was able to expand its product line by developing two unique flavor profiles with Wellmune for immune support as well as vitamins, amino acids, and calcium —Thai Tea and Cappuccino Coffee.
- MyWhey Protein provides protein fortification, meal replacement, weight management and immune support for athletes and health-conscious individuals.
- All varieties are available in bulk or in stick packs.
The addition of Wellmune combines yeast beta gucan to support the immune system with an aromatic, rich taste that makes our product even more attractive to the trend- and health-conscious fitness consumer. Kerry’s expertise, reputation and help with samples and testing helped us develop a premium product with benefits supported by scientific research.- Itthipat Peeradechapan, Chief Executive, Taokaenoi Food & Marketing
- The inclusion of immune support, combined with two new, on-trend flavors, Thai Tea and Cappuccino Coffee, helped the company expand its product line and offer consumers more health benefits.
- After initially launching the product online, both varieties have become sought-after product extensions for the company. Successes have led to an expansion into several retail channels.
- The company launched a website alongside several marketing efforts touting the benefits of Wellmune, and as a result, is seeing an increased interest in its immune-supporting benefits.