Fonterra, the global dairy nutrition co-operative, recently participated in an event in Geneva that focused on their wellbeing solutions brand, Nutiani. Through their research with consumers and athletes, they explored the connection between brain and body health and the impact of mental health on physical health. Their findings revealed that 65% of consumers believe that their mental health affects their physical health, and there has been a significant rise in the number of social conversations around stress.
As more professional athletes openly discuss their mental health challenges, it has increased consumer awareness of this critical element of overall wellness. Several sports nutrition brands have already capitalized on the trend by emphasizing brain health. Alpha Brain, for example, saw a staggering 766% sales growth on Amazon between 2020 and 2022 by focusing on memory and focus supplements.
Fonterra’s Athlete Incubator Project conducted over 12 months unearthed consistent nutritional product needs of top athletes: convenience and ease of use, taste, natural ingredients, affordability, simplicity, and trust. Based on these findings, the team developed a range of innovative ready-to-market concepts tailored to support consumers’ mental health and wellbeing needs, alongside their physical needs.
The Brain + Body protein powder, one of their flagship offerings, features Nutiani broad-spectrum Phospholipids 70, an ingredient that promotes focus, cognitive function, and stress management. Additionally, the brand offers the Protein & Phospholipid Shake, which addresses weight and stress management, and the Phospholipid Latte, infused with coffee extract and broad-spectrum phospholipids, to facilitate stress management and boost energy levels.
The trial within their athlete group demonstrated the efficacy of the product, with 100% of the elite athletes who sampled the protein powder highly recommending it. Furthermore, 58% of them noticed improvements in their mindset after a month of daily consumption.
Phospholipids are essential nutrients for brain and body health, with the bovine source comprising the closest composition to natural phospholipids. While lipids constitute almost 50% of a healthy brain’s dry weight, levels can decline by up to 20% by the age of 80. “Phospholipids have been used in infant formula for many years, but as these reduce with age, it makes sense to bring these into products for the older generation as well,” remarked Fonterra’s Marketing Manager, Europe, Alex Williams.
Nutiani’s Phospholipids 70 powder, derived from cheese whey, contains 5-7% Phospholipids, <5% Lactose, >65.8% Protein, and delivers 300mg of phospholipids per 6g serving. Meanwhile, the firm’s Phospholipids 100 powder, sourced from anhydrous milk fat production, provides 7-9% Phospholipids, 45% Lactose, 30% Protein, and 17% Fat, with 4.2g delivering 300mg of phospholipids.
In short, Fonterra’s Athlete Incubator Project has identified consistent nutritional product needs of top athletes and developed innovative ready-to-market concepts tailored to support mental and physical wellness. With their focus on harnessing the power of essential nutrients like phospholipids, Fonterra is leading the way in the development of groundbreaking wellness solutions that will benefit consumers of all ages.
