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NPD in action: Sports nutrition

Mar 2018

Sports nutrition is moving into the mainstream with the rising interest in active nutrition as part of a healthy lifestyle, spurring on an increase in the number of food and beverage products with a performance positioning. Protein remains the top choice in terms of performance benefits. However, the focus has shifted from merely building muscle mass to targeting active lifestyles for everyone. Health and naturalness are significant drivers for consumers buying sports nutrition products.


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Maxim Protein Bar With Peanut Jelly Flavor (Sweden). Protein bar with peanut jelly flavor. No palm oil. It is important for a varied and balanced diet and a healthy lifestyle. The original sports nutrition. Only 1.7g sugar. High fiber. Contains 20g protein per bar. Developed with cooperation with sports nutritionists and athletes. Protein contributes to growth and maintenance of muscle mass. Contains sweeteners.