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Is the mainstream athlete on a search for high protein recovery solutions? In sports, recreational athletes want the same clothes, equipment and lifestyle as the winners, just to have the feeling to try to come at the same level as their idols. But do these recreational athletes think the same way about nutrition? One could reason that recreational athletes, who have 3-4 work-outs a week, need a different nutrition strategy.

Let’s focus on recovery. Sports nutrition protein business started with as a niche product in several fitness centers, but in short notice it became a main stream business which has reached various new consumer groups. Most of the sports nutrition is based on whey protein powder, but with this new consumer around the block, more convenient and better tasting high protein solutions enter the shelf.
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