SUPPLEMENTS
flavours through the “careful combination
of expertise, experience, science, and
innovation.”
“It's a scientifically-proven fact that humans
can distinctly taste five different flavours with
specialised taste receptors in the mouth.
By giving careful consideration to these five
tastes that occur naturally, known as salt,
sweet, sour, bitter, and umami, we've been
able to develop and successfully apply
our proprietary 3D Taste Technology to all
3D Nutrition protein powders,” explains
Dean Fenwick of Chrome Supplements and
Accessories, the local manufacturer of the
3D Nutrition range. The range includes Choc
Mint, Cookies and Cream, and Cream Soda
flavours, in addition to traditional flavours
such as Chocolate, Vanilla, and Strawberry.
CATERING
TO MARKETS
“At Ascendis
we’re very
conscious of who
our consumer
is. During the
development
of products,
various taste-
testing panels
and sensory
services are
engaged to
critically analyse
the development
of the product
and to aid in
improving the
flavour.”
“BY GIVING CAREFUL CONSIDERATION TO
THE FIVE TASTES THAT OCCUR NATURALLY,
WE’VE BEEN ABLE TO DEVELOP AND
SUCCESSFULLY APPLY OUR PROPRIETARY
3D TASTE TECHNOLOGY TO ALL 3D
NUTRITION PROTEIN POWDERS.”
Dean Fenwick of Chrome Supplements and Accessories
with a major flavour shake up, so to speak”
explains Donato.
Through the brand's global expansion, USN
was able to leverage connections with global
ingredient suppliers and manufacturers, and
food scientists to come up with a number
of flavour innovations to present to the
supplement-buying public and really disrupt
the market status quo.
“For instance, we came across protein
crisps made from milk solids, which actually
added to the total protein content of the final
product, while also giving whey supplements
a new spin with the addition of a unique tactile
element. It's an innovation that led to the
creation of one of our most popular flavours
54
Muscle Evolution
today, Caramel Popcorn,” continues Donato.
The other consumer-driven flavour
innovations that emerged from the USN
BlueLab™ programme include Chocolate
Peanut Butter, Wheytella, and Double
Chocolate Rocky Road. “These four unique
flavours represent whey products that have
been developed by the consumer, for the
consumer. And the reception from supplement
buyers around the globe has been nothing
short of phenomenal,” he states.
Other innovations helping to spur on
the whey flavour revolution include that of
the latest entrant into the local supplement
market, 3D Nutrition. The company uses what
it calls 3D Taste Technology to create whey
Ascendis Sports Nutrition, which
manufactures and distributes a
range of brands including Evox,
SSN, Scitec, Supashape, and
Muscle Junkie, also base the
mix of flavours within each of the
company’s ranges on the preferences
of consumers.
“All our proteins are sourced from
major suppliers in Europe and the US, and
many of our flavours are from Germany, the
UK, the US, Belgium, and from local flavour and
aroma houses. Delivering something new is all
about asking consumers what they’re looking
for. Once we have a sound understanding of
their needs, we start the process of developing
the best flavours, or combination of flavours to
meet their expectations. This is not as straight
forward as it seems as many flavour houses
carry multiple variants of the same flavour. We
therefore work with them to ascertain which
would be best, or we simply develop a custom
flavour profile to suit.”
Gareth also suggests that it is foolhardy
to develop one range of flavour options with
the aim of selling across all global markets
without some degree of customisation. “We’re
very conscious of who our consumer is and
the differences in their preferences. As such,
during the development of products, various
taste-testing panels and sensory services are
engaged to critically analyse and gain feedback
on the development of the product and to aid in
improving the flavour.”
To this end, Ascendis operates two local
manufacturing facilities that produce products
for the South African, African and Middle East
markets, two facilities in Australia that cater
to the Australian and Asian markets, and a
manufacturing facility in Europe that delivers
product exclusively to the European and
American marketplaces. “This has cost benefits
and also allows us to adapt flavour systems to
suit each specific market.”