It started with a spark
Everything began with a conversation at Food Ingredients Europe 2024. What if the three ingredient experts BENEO, California Natural Color and Gelita – each a leader in their own field – joined forces to create something new? What if we brought together three natural ingredients, each with unique benefits, in one convenient format: a powdered drink designed to support everyday performance?
More than just an idea, the concept aimed to offer a tangible solution. Not a theoretical prototype, but a real product sample that people could taste and test.
From idea to prototype
Soon after, BENEO and GELITA picked up the trade show conversation in a follow-up meeting. When the concept began to take shape, it became clear that someone needed to coordinate across company boundaries. That’s when I stepped in to keep things moving. From April 2025 onwards, I drove the project forward: aligning partners, overseeing content development, and managing design and production.
Just six months later, we made it happen. Together with GELITA and California Natural Color, we developed and showcased a powdered endurance drink concept at IFT 2025 in Chicago. The concept is designed to offer benefits that go beyond the benefits of common performance drinks that primarily focus on muscle growth or providing fast energy during activities. Our drink supports performance by delivering sustained energy, enhancing the effects of endurance training and promoting efficient fat burning – all in a functional, flavourful, and ready-to-use format.
Three natural powerhouses. One smart drink.
When three industry leaders come together, expectations are high – and so is the potential. Each partner brought a unique ingredient and perspective:
- BENEO contributed Palatinose™, a slow-release, low-glycaemic carbohydrate that provides sustained energy and supports fat oxidation.
- GELITA supplied PeptENDURE®, collagen peptides clinically proven to enhance endurance performance through adaptive changes in muscle metabolism – not just as a temporary boost.
- California Natural Color: A natural brown carrot colour for a clean-label and visual appeal.
From the outset, we agreed: we didn’t want to just talk about functionality – we wanted to make it tastable. Our goal was to create a product that combined the strengths of three ingredients in a ready-to-mix powder drink concept for active lifestyles.
Why milk – and why now?
We chose a milk-based format for several reasons. First, it aligned with current market trends. In 2025, milk-based sports drinks are gaining momentum. They appeal to a broader audience beyond the traditional sports community – offering familiarity, creaminess, and a naturally nutritious base.[1] Second, UHT milk provided a practical solution for trade show sampling: shelf-stable and easy to handle without refrigeration. Nutritionally, the lactose added a hint of sweetness, reducing the need for added sweeteners. We also used lactose-free milk, which often tastes slightly sweeter and is easier to digest – helping meet evolving consumer preferences.
Designed for modern sports nutrition
Today’s consumers want more than performance. They seek natural ingredients, clean labels, and wellness benefits.
Market insights confirm the relevance of our concept. According to global market research company Mintel (2025)[1]:
- 80% of sports nutrition users globally prefer products with familiar ingredients.
- 50% of UK consumers find natural sports nutrition products appealing.
- Milk-based formats are especially popular with women and lifestyle-oriented consumers.
As such, dairy brands are increasingly positioning themselves within sports nutrition – combining clean-label ingredients with broader health benefits such as muscle recovery or inflammation reduction. At the same time, collagen has moved beyond beauty. It’s now found in drinks, bars, yoghurts – even coffee – making it a seamless addition to everyday wellness routines.
Getting the flavour right
Functionality is essential – but flavour sells. To find the right profile, we tested natural options from our industry peers at the flavour house Symrise: raspberry, mango, peach and vanilla-caramel.
In the end, the team chose a natural vanilla-caramel flavour that paired beautifully with the milk base. It softened typical collagen notes and delivered a creamy, indulgent experience.
When the first prototype reached BENEO, we tested it internally. The response was clear: no mixing issues, no sandy mouthfeel – just shake, pour, enjoy.
Communication matters
At a trade show, even the most compelling product concept needs a strong story and a clear platform. Together with our graphic designer, we developed a co-branded sample card with product benefits, usage occasions, and a QR code linking to a dedicated landing page.
We also launched a joint press release before the event to create visibility and drive booth traffic. This generated interest even before the doors opened.
First sips at IFT 2025
At IFT Food Expo Chicago, our Performance Drink was sampled at four key touchpoints. At the booths of GELITA and California Natural Color, during the IFT Fun Run before the show opened, and at BENEO’s booth, where early visitors got the first taste.
The powder blend was freshly mixed with lactose-free UHT milk and served in 2 oz. cups. Visitors appreciated the drink’s smooth texture and mild sweetness – often noting that it wasn’t too sweet, which is rare for protein-enriched drinks.
The use of Palatinose™ and PeptENDURE® stood out. Attendees liked the natural carbohydrate instead of high-intensity sweeteners, and the collagen-powered protein content. The dairy base stood out in a sea of water-based drinks – not only adding nutritional depth and creaminess, but also opening up conversations about broader use occasions beyond sports.
The press release helped, too. Some attendees actively sought out the sample after reading about it beforehand.
Insights from the show floor
Of course, we also gathered suggestions. Some people with milk allergies skipped the sample. Others found it a bit heavy for everyday use. A few commented on foaming during preparation – something we’ll address in the next round.
The drink also resonated with health-conscious consumers looking for satisfying, nutrient-dense formats that fit into an active lifestyle. Overall, the feedback confirmed the concept’s relevance in today’s rapidly growing sports nutrition landscape[2] – and pointed toward opportunities for refinement.
From first feedback to future formats
IFT 2025 was just the beginning. Now we’re refining the concept for SupplySide Global in October in Las Vegas and Fi Europe 2025 in December in Paris. For both shows, a dry premix will be produced – planned in region-specificsachets or paper boxes. The designs will be adapted for regulatory compliance in each region. While the US version will focus on convenience and endurance, the EU version will highlight clean-label messaging – without using structure-function claims.
We’re also considering a non-dairy version, likely using oat milk. It offers a similar texture and sweetness while addressing allergy concerns. And it opens the door to new eating occasions and customer segments. There’s clear potential for plant-based versions, hydration formats, and broader applications.
A win for ingredient innovation
This project is more than just a new conceptual approach. It’s a blueprint for cross-companyinnovation. We didn’t just talk about synergy – we made it tangible. We didn’t wait for the perfect moment – we tested early.We didn’t settle for vague ideas – we developed a tangible, testable concept that partners and customers could experience firsthand.
As the initial project lead, I’m proud of what we’ve created. With a product sample, story, and launch strategy in place, the foundation is strong. Going forward, my colleague Alisa Borbonus will take over coordination as Product Manager for Palatinose™ – ensuring that the next steps are just as impactful.
When three natural powerhouses come together, the result is more than a drink concept. It’s momentum.
[1] Source: Mintel (2025) , internal summary shared with BENEO under license. Data not for public distribution. For further information, please contact BENEO’s Market Intelligence team.
[2] Source: Future Market Insights (2025) – The global sports nutrition market is expanding rapidly due to rising demand for personalised nutrition, functional formats, and convenient delivery systems.