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Dairy giant FrieslandCampina targets active sportspeople with new Vifit Sport brand

FrieslandCampina new Vifit Sport brand

International dairy and ingredients group, FrieslandCampina, has introduced its own protein-rich sports nutrition range under the Vifit Sport brand. With a product range of drinks, shakes and bars – the dairy company is targeting ‘the needs of active sportspersons for protein-rich sports nutrition that contributes to the recovery and build-up of muscles’.

FrieslandCampina already produces milk-based ingredients for sports nutrition operators. In addition, the Netherlands-based company developed protein powders exclusively for Dutch Olympic athletes in 2016.

An estimated 44% of Dutch people use sports nutrition, one third of which after exercising. Roelof Joosten, CEO of Royal FrieslandCampina said “Our product developers have developed products that respond to the needs of a growing group of active sportspersons by making use of our knowledge about the nutritional value of dairy for the build-up and recovery of the muscles.

“With this sports nutrition we aim at all sportspersons. Therefore, the products are available online as well as at a large pharmacy chain. We explicitly aim at all sportspersons with a goal, from amateurs to top athletes. With this we break the idea that sports nutrition is only relevant to bodybuilders and top athletes.”

FrieslandCampina cites research showing that for ‘optimum support of the muscles it is good to take 20g protein within 30 minutes after intensive training… Every portion of Vifit Sport contains 20g protein, so the recommended quantity of protein can be taken after exercising.’ The product range consists of a bar, a drink and a shake, each available in various flavours.

Vifit Sport will initially be introduced into the Dutch market to be followed by the rest of Europe. The dairy multinational adds that over 40% (200 million) of the European population regularly practises a sport. This is therefore seen as an interesting market for FrieslandCampina. Vifit Sport will be available online as from 4 May through and via retailers Bol and Kruidvat.

FrieslandCampina has branch offices in 33 countries and employs just under 22,000 people. FrieslandCampina’s products find their way to more than 100 countries. The company’s central office is based in Amersfoort, the Netherlands. FrieslandCampina’s activities are divided into five market-oriented business groups: Consumer Products Europe, Middle East & Africa; Consumer Products Asia; Consumer Products China; Cheese, Butter & Milkpowder; and Ingredients.




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