The brand by Indian firm Bright Lifecare was crowned the Sports Nutrition Product of the Year in last month’s NutraIngredients-Asia Awards with its product MuscleBlaze Biozyme Whey.
The judges commended the product’s commitment to high standards and achieving accreditation for its claims and product purity, on top of delivering clear benefits to consumers.
Based on a patented formulation containing plant proteases, the product was designed to aid protein absorption amongst Indians who generally adopt a vegetarian diet.
With gut microbiota a trending topic in the nutrition industry, the brand is now planning to add in probiotics into its Biozyme Whey range to improve sports performance, Kaustuv Paliwal, brand head at MuscleBlaze, told NutraIngredients-Asia.
“There’s a lot of concerns on the gut ecosystem or gut bacteria and how it behaves and how it leads to the overall digestion.
“We are working with our R&D, where we can add a certain probiotic, which enhances sports performance, and we [would] clinically prove that it works,” he said.
In contrast to the US or Australia, sports nutrition products have not yet developed into a type of fast-moving consumer product in India. However, the brand is taking steps to change that.
“It will take some time, but we have already started taking those steps,” he said, adding that the company had launched RTD shakes, RTD protein water, as well as protein-enriched peanut butter.
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