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Milk Specialties Global, known as the “brand behind the brands,” is capitalizing on the trend of consumers seeking to increase their protein intake and make more mindful dietary choices. CEO David Lenzmeier emphasizes the importance of taste in purchasing decisions, noting the evolving consumer preferences and technological advancements in the food industry.
The focus is on products with high protein and low sugar, meeting the demand for functional foods that offer various health benefits. Protein bars are a key product category experiencing rapid growth, expected to reach $7 billion by 2030 according to Market Research Future.
Protein fortification, adding protein to products that don’t naturally contain it, has expanded beyond the sports nutrition category. Lenzmeier stresses the importance of providing high-quality food with nutritious ingredients while staying true to the company’s core products and vision.
At Milk Specialties Global, Lenzmeier follows an 80/20 rule, dedicating 80% of the company’s efforts to customer innovation and the remaining 20% to pushing boundaries and fostering creativity. Innovation is key to staying relevant in the market while maintaining a strong business foundation.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
