Flavours group Synergy ramps-up protein products for Vitafoods

Flavours and taste group Synergy is set to use this year’s Vitafoods event to showcase key solutions focused around protein-enhanced product ranges, meeting a surge in consumer demand, reports Neill Barston.

Exhibiting at the event between 5-7 in Barcelona, Spain, the business will be showcasing alongside its parent company, ingredient specialist Carbery, and will be delivering market offerings that are themed around healthy ageing, energy boost, wellbeing and GLP-companion sectors.

As the business noted, Innova reporting “Powerhouse Protein” its number one trend for 2026, as nearly 60 percent of global consumers seek to ramp up their protein intake for holistic health, muscle support, and GLP-1 weight-loss medication balance, manufacturers need to optimise ways to incorporate higher levels of protein into their products without compromising taste or texture.

With the wellbeing topic remaining high on the agenda, the team will present a strawberry cheesecake flavoured bar designed specifically to support women’s health.

Fortified with Optipep hydrolysed whey protein, Carbelac® whey protein concentrate and Isolac whey protein isolate, combined with a targeted blend of essential vitamins and minerals to maintain strength, muscle support, bone health, energy, and hormone regulation, the bar provides a convenient on-the-go format to appeal to this growing market.

Also on show is a raspberry and passionfruit soda that specifically targets gut health. This beverage concept is high in fibre to support digestive health, and contains no added sweeteners, colourings or acids, instead using fruit juices and taste modulation technology to provide sweetness.

Healthy ageing has seen increased focus in recent years, with many younger consumers taking steps now to support quality of life as they get older. However, the market remains under-represented in the functional space. .

Chris Whiting, Business Development Manager for Nutrition at Synergy Flavours, comments: “The global appetite for protein-enriched food and drink products is accelerating, and consumers across all sectors expect an enhanced eating and drinking experience that moves far beyond the chalky texture and flavour compromises once associated with protein fortification.

“As consumers become more sophisticated in their nutritional needs, they are targeting health and wellness in different ways – some consumers are more aware of targeting specific nutrients for healthy ageing, for example, while GLP-1 users are making big dietary changes to maintain a balanced diet whilst using the medication. Being able to predict consumer trends and offer products that meet these specific demographics’ needs is key to successful new product development.”