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Dairy proteins are uniquely positioned to add nutrition to food products with low protein content. North America dairy protein manufacturers are finding ways to provide consumers with more options, and are developing innovative products that incorporate dairy proteins into various snacks, baking mixes, beverages, sports nutrition products, and more. For example, whey protein-based products are increasingly being used in the sports nutrition industry. This includes products such as whey protein bars, powders, and drinks.

Consumers in the current market place are affected more by interactive labelling. Manufacturers in the sports nutrition industry are focusing more on the packaging of the products, including an appealing labelling, making it easy for the consumers to know what ingredients they are consuming, and ensuring the safety of product to themselves.