Protein is the centerpiece of the American breakfast, but consumers increasingly are skipping the meal altogether. Conventional wisdom says breakfast is the most important meal of the day, but according to Mintel, the number of Americans who believe that adage is shrinking. Instead of devoting time to preparing a plate of bacon and eggs, many U.S. consumers are turning to fortified beverages.
Growing demand for convenient breakfast options that are quick to prepare and easy to take on the morning commute signals opportunity for protein drinks with consumers’ favorite coffee and tea flavors. Beverage applications that offer a healthy serving of protein with a shot of caffeine give consumers the boost in focus and hunger-satisfying nutrition they need to get going.
While coffee and tea flavors are the stars of these drinks, the protein source can be the key differentiator that drives purchase decisions. For consumers who are used to starting the day with a hot espresso, cold brew or cup of Earl Grey, finding those flavors in a protein drink is a winning combination. Beyond breakfast, a coffee drink formulated with protein also makes for a satisfying pick-me-up late in the day, leaving consumers more energized and feeling full.
To read this article in its entirety, check out A new kind of brew: Innovations in coffee and tea – digital magazine.
Rodger Jonas has more than 20 years of experience in the food ingredient industry, which has allowed him to focus on identification and development of the B2B customer base, with an emphasis on fulfilling customer needs with new ingredient introductions. He is an experienced sales executive with specialization in ingredients—both value-added and commodity sales. This effort has enhanced Jonas’ background as a food scientist, supporting his team's understanding of customer product development requirements and responding to application priorities.