That’s the view of Volac’s director of human nutrition and founder of its first straight to retail product Upbeat, Mark Neville, in this exclusive video for FoodManufacture.co.uk.
“Upbeat was one of the case studies that was put forward by Dairy UK in terms of reducing the calorie level,” said Neville. “Upbeat [containing] under 150 calories really helps to push that pledge forward.”
Upbeat, the new brand from Volac under its The Good Whey Company subsidiary, is one of four case-studies contributing to increased market share of low-fat, reduced calorie dairy products published under the UK government’s Responsibility Deal.
‘More compelling to eat’
In this video, Neville called on the food and drink industry to educate consumers about nutrition and lifestyle.
He also urged it to raise awareness of the importance of being active to counter-balance having done a “great job at making food taste better and better” and becoming more compelling to eat.
Watch this video to find out what Neville said were the biggest challenges for Volac going from a business-to-business ingredients supplier to selling a brand straight into the retail market.
Upbeat was launched in May and is currently stocked in Tesco, Waitrose, Holland & Barrett and Moto.