Gabiotein sprouted brown rice protein from AIDP is joining whey and soy in the booming protein market. In 2012, 19% of new products featured a protein claim, according to Mintel. Datamonitor also found a rise in protein claims on nontraditional products like frozen yogurt, ice cream, soups and cereal. "I think sprouted rice and pea resonate with consumers because whey protein is still associated with bodybuilding in some people's minds," said Alan Rillorta, AIDP's director of branded ingredients.
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