Another player has entered the arena of companies offering full-spectrum sports nutrition lines with the launch of Champion Nutritions newambition basedline of powdered protein products and supporting supplements.

Champion has been around for about 30 years and they were really primarily body builder focused and performance focused, Forrest Haag, brand manager for Champion, told NutraIngrdients-USA.

They had done some research and realized they needed solutions for everybody and not just body builders.

Champions new line is based on four different protein formulations, dubbed Fit, Endurance, Strength and Sport, each with different types of protein based on the application. With the new launches, Champion joins other sports nutrition players who have recently lintroduced integrated product lines such as Douglas Labs and Thorne Research.

The beauty of this line is we are ambition focused. Its all about where you want to go, Haag said.Its really focused on everybody and on the everyday athlete. Do you want to go further, do you want to lift more?

Plant based proteins

A key facet of the line is the different suit of proteins in each product. While the old workout standbywhey protein isolateforms a key component of two of the lines, proteins from pea, brown rice and potato are also employed, and two of the lines are entirely plant based.

Champion saw an opportunity to tap into an underserved market made up of the 7.5 million vegetarians in the US, 1.8 million of whom are vegans. But, Haag said, the trend toward plant-derived ingredients extends beyond that market base.

If you go to Whole Foods and you look at the protein aisle you are going to see 80-85% whey, 10% soy and the rest is other. And that other is where the market is going to all that other, all the plant-based ingredients. he said.

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Champion joins ranks of full spectrum sports nutrition providers