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Dairy Protein Crisps Find Favour with US Consumers

For Immediate Release
8 November 2005

Fonterra Dairy Protein Crisps Find Favour with American Consumers


A new study of Americans’ eating preferences suggests Fonterra is onto a winner with its recently launched dairy protein crisps.

Fonterra’s crisps, containing up to 80 per cent protein, combine the nutritional benefits of dairy protein with a crunchy texture. They are intended to be used in a range of health-oriented consumer products, in particular the value-added nutritional bar, snack foods and cereals market.

Consumer testing of likely attitudes to the crisps was conducted in California last month using a web-based questionnaire. A total of 263 respondents were surveyed, across three bar consumer categories: “Sports and Performance Athletes” (endurance and weight trainers), “Healthy Lifestylers” (gym or sports workout at least twice a week) and “Weight Managers/Dieters”.

Almost two-thirds (65 per cent) of respondents said they would like to consume more protein in their diet.

They also said they were more likely to purchase a nutritional bar in the next four weeks if the bar tasted better, had a better texture, had a higher protein content and was available in a wider range of flavours than those currently available.

The addition of crisps to bars increased consumers’ preferences.

The crisps are on display this week at SupplySide West, the international trade show and conference taking place in Las Vegas. SupplySide West is billed as the world’s largest executive conference on nutritional ingredients with more than 6000 attendees.

Anthony Lawler, Protein Crisps Business Manager at Fonterra Innovation (who is attending SupplySide West) says the results augur well for Fonterra’s new crisps, launched in September.

“Our dairy protein crisps have the highest protein content of any known dairy crisp on the market. This high protein level has been achieved by breakthrough patent-pending technology, allowing the manufacture of light and crispy, high-protein dairy particulates without the use of additives, chemicals or processing aids.

Fonterra has secured rights to the protein extrusion technology developed by Good Star Foods, Inc in Reno, Nevada.

“By retaining its functionality, nutritional benefit and bland flavor profile, the crisp can be used in a wide range of consumer products,” says Mr Lawler.

“This gives food manufacturers the marketing advantage of ‘the goodness of dairy' while delivering all the great texture and mouth-feel benefits of a crisp.

“Consumers are becoming increasingly knowledgeable about the benefits of protein in managing their weight, and in sustaining energy and performance, and are looking for healthy and convenient food formats such as snacks, bars and cereals,” says Mr Lawler.

The vast majority of protein crisps are currently going into high protein energy bars and Mr Lawler expects that the availability of higher dairy protein crisps will drive even higher growth in this expanding market. As consumer demand for more convenient and healthy food options grows, Mr Lawler expects “better-for-you” snack foods to be another area of tremendous opportunity.

ENDS


More information on Fonterra’s dairy protein crisps can be found at www.powercrisps.com

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