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The prospects for protein

The prospects for protein: The bitesize interview: UK protein ice cream brand Wheyhey

The prospects for protein: The bitesize interview: UK protein ice cream brand Wheyhey

Wheyhey, a fledgling UK-based high-protein ice cream brand, has had a rollercoaster three years, entering administration in 2012 before fresh investment enabled the business to start again. It is now riding the wave of rising consumer interest in protein. Co-founder Damien Kennedy declines to comment on the reasons for Wheyhey's administration but outlines the company's development, his belief high-protein will soon be a mainstream category and his desire for the firm to follow in the footsteps of Red Bull and Innocent.

The prospects for protein: Protein supplements moving mainstream

The prospects for protein: Protein supplements moving mainstream

Protein supplements, once the preserve of beefy body builders, are moving into the mainstream. A positioning that links protein consumption to healthy lifestyle choices is broadening the appeal of the products and resulted in strong category sales trends in developed markets such as North America, Australia and western Europe. Katy Askew looks at the sector's prospects.