The sports supplement market continues to seek options to meet the needs of consumers with dietary restrictions. In this direction, the latest bet of FTW, Fitoway’s supplement brand, is the Beef hydroproteina new supplement that the brand says uses hydrolyzed beef protein as its primary protein source and is touted by the company as an alternative to whey protein for the lactose intolerant and those allergic to milk proteins.
With 26 grams of protein per 30 gram serving, the product offers a protein concentration of almost 90%, high biological value, low carbohydrate content, zero lactose, zero gluten and no total fat. The formulation hits the market in a 900 g jar, with a yield of approximately 30 servings, with chocolate and dulce de leche flavors.
Up to 40% of the Brazilian population suffers from some degree of lactose intolerance.
Interest in alternative milk proteins accompanies the growth in diagnoses of lactose intolerance and food allergies in Brazil. Data from the Brazilian Society of Pediatrics (SBP) indicate that approximately 40% of the population suffers from some degree of lactose intolerance, which motivates the diversification of protein sources in the sports nutrition sector. For the industry, this data consolidates the need to adapt to consumers who are looking for performance combined with good digestibility, explains Daniel Mencacci, CEO and founder of FTW.
For the manager, the launch responds to a latent demand on the market for some time. “There is a growing audience who cannot consume whey or prefer not to consume it due to digestion difficulties, but who do not give up taking protein supplements to improve performance and muscle recovery. Beef Hydro Protein was born precisely to fill this gap,” he says.
From a technical standpoint, hydrolyzed meat proteins undergo a process that breaks molecules into smaller fractions, making it easier for the body to digest and absorb, Daniel explains.
“We are talking about a 100% hydrolyzed beef protein, with a protein concentration of more than 86%, an excellent profile of essential amino acids, zero lactose, zero gluten and a very low carbohydrate content. It is particularly recommended for patients with lactose intolerance, milk allergies and celiacs who are looking for a high protein content with excellent digestibility”, he reflects.
In addition to the public subject to restrictions, meat-based supplementation can also be an alternative for athletes and those who practice physical activity and who seek to vary the sources of protein in their diet, underlines the CEO of FTW. Studies published by the National Institutes of Health (NIH) indicate that complete proteins, rich in essential amino acids, are essential for muscle recovery and protein synthesis after training, a characteristic present in both whey and hydrolyzed bovine proteins.
Beef Hydro Protein is now available for immediate delivery on the brand’s e-commerce site, as well as in pharmacies and specialized stores. For FTW, this launch reinforces the strategy of expanding the portfolio with solutions that go beyond traditional whey and follow the evolution of consumption in the country.
Expansion and diversification: Fitoway launches in 2025
The launch of Beef Hydro Protein is part of a broader move to grow FTW in 2025. Throughout the year, the company consolidated a portfolio diversification strategy, focusing on new audiences and expanding sales channels.
In recent months, Fitoway, which brings together the FTW, Diabo Verde and Whey Nerd brands, has announced a series of new products, including:
- Whey Nerdof theinvolveproduced in partnership with the influencer Peter Jordan, intended in particular for the gaming public, with a proposal linked to cognitive and physical performance;
- Dip Loko Devil Greenthermogenic pre-workout from the partnership between Diabo Verde and Dip Loko, with the Atomic Strawberry and Radioactive Blueberry versions;
- Whey caterergenerouswith 70% protein concentration and focus on a variety of flavors to create functional desserts.
“The year has been special for FTW. We have strengthened our presence on different market fronts, from competitive sports to lifestyle, including the gaming world. We have shown that innovation, consumer experience and audience expansion in the field of sports supplements in Brazil will be part of our strategy in the years to come,” concluded Daniel Mencacci.
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