Arla Foods Targets Gamers With New Drinks Concept

Arla Foods Ingredients, a global leader in improving premium nutrition, has launched a high-protein concept targeting gamers who want to level up their nutrition - introducing the 'PROGAMER'.

The ready-to-drink solution is designed to meet the needs of e-sports enthusiasts seeking benefits for their health as well as their gaming performance. It's ingredients profile is tailored to target improved concentration and vision, with 15g of protein, including 3767mg of branched-chain amino acids, plus taurine, magnesium, zinc, caffeine and vitamins A, B3, B6 and B12.

Cido Silveira, Arla Foods Ingredients Marketing & Business Development Manager – South America, said: "There's a stereotype of gamers bingeing on unhealthy snacks and guzzling down energy drinks, but a new, nutrition-focused generation is emerging. They want to maintain their energy and concentration levels over marathon sessions, but they also want the many benefits that high-protein products offer. PROGAMER allows manufacturers to formulate unique, refreshing, clear, high-protein solutions for gamers who want more from their energy drinks."

The brand quotes research found that highlights improvements in attention and cognitive flexibility from the consumption of essential amino acids, as well as a study on esports athletes which showed that sufficient protein intake is associated with improved cognitive performance in gaming.

The new RTD canned drink was showcased at NIS (the Nutri Ingredients Summit) in São Paulo, Brazil this month ahead of going on general sale.