High-protein products are gaining a more prominent place in the mainstream food market. HAK and XXL Nutrition are responding with two meal-sized soups. The brands combine HAK’s vegetables and legumes with XXL Nutrition’s expertise. Each package contains 23 grams of protein and approximately 400 grams of vegetables and legumes. For XXL Nutrition, the partnership represents another step beyond traditional sports nutrition.
The meal-sized soups are available in two varieties: ‘Sweet potato – pumpkin’ and ‘Tomato – lentil.’ They are designed as convenient meals for consumers who pay close attention to their nutritional intake.
“Today, many people are not only mindful of how much protein they consume, but also want to put a tasty and satisfying meal on the table,” says René van der Zel, founder and CEO of XXL Nutrition. “Together with HAK, we are now bringing that combination to the soup aisle.”
In addition to protein from other ingredients, the soups contain fermented BCAAs. Each package includes three grams of BCAAs from XXL Nutrition. The addition provides a more complete amino acid profile. BCAAs are essential amino acids that the body cannot produce on its own. They must therefore be obtained through food.
XXL Nutrition regularly partners with well-known food brands. Examples include HEMA, Jumbo and Zuivelhoeve. These partnerships are bringing products with added protein into mainstream food categories more often.
“We believe high-protein food does not have to be complicated,” says Van der Zel. “You do not need to make a separate shake or prepare a sports meal: you can simply have a bowl of soup.”
The meal-sized soups are now available at PLUS, Dirk van den Broek and Jumbo. Both varieties will soon also be available through the XXL Nutrition online store.
Source: XXL Nutrition
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