From the fascination with calcium, the Vietnamese dairy industry is shifting its focus towards protein. In April 2018, Dutch Lady, a unit of FrieslandCampina, unveiled Dutch Lady Protein+, which is said to have the highest protein content in the local market.
The new product has 4.1g of protein per 100ml.
According to the press release, “a recommended serving of two packs of Dutch Lady Protein+ a day helps supply not only 14.8 grams of protein, equivalent to about 40% of the Reference Nutrient Intake (RNI) in Vietnam, but also 464mg of calcium for children at the age of 6 or 7.”
SEANUTS study shows serious protein deficiency
The South East Asian Nutrition Survey (SEANUTS) carried out by FrieslandCampina in coordination with the Vietnam National Institute of Nutrition under the Ministry of Health revealed 40% of urban children aged between 6 months and 11 years fail to meet the minimal standard of protein consumption recommended by the RNI. The figure is as high as 70% in rural areas.
The lack of protein might result in the shortage of weight and height due to the underdevelopment of the bones and muscles.
The new Dutch Lady product comes in packs of 180ml.
Dutch Lady existing UHT range includes Dutch Lady Cao Khỏe with vitamin D to support calcium absorption to grow taller and Dutch Lady Active 20+ with calcium, protein, phosphorous and vitamins B2 and B12 for bone and general health. Protein is not part of the narrative of Dutch Lady Active 20+. The emphasis on protein in the new Dutch Lady Protein+ could herald something significant in the protein space in the near future.