Feb 21, 2018 | By Nigel Taylor
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Jan 04, 2017
By WGSN Insider
The blurring of the line between traditional beauty products and wellness has taken a step forward with news that Burt’s Bees is entering a new category with the launch of plant-based protein shakes.
The personal care brand that has been making natural solutions for lip and skincare for over 30 years is launching three protein formulas made with natural ingredients.
This month it introduces Burt’s Bees Plant-Based Protein Shakes, its first move into the functional food arena.
The line includes Daily Protein, Protein +Gut Health with Probiotics to support digestive health, and Protein +Healthy Radiance with Antioxidant Vitamins A, C & E to boost skin health.
All formulas provide 15 grams of protein per serving from five sources: pea, rice, flaxseed, sunflower seed, and oat – all selected to achieve high digestibility and a complete essential amino acid profile. The new protein shakes feature vitamins extracted from real fruits and vegetables, such as spinach, shiitake mushroom and strawberry. The line is non-GMO, gluten-free, soy-free, dairy-free and made without artificial sweeteners or flavours.
“Entering the functional foods space is a natural extension for us,” said general manager Jim Geikie.
The company said that using plant-based protein is a more sustainable alternative to animal protein, requiring fewer natural resources such as land, water and fossil fuels for production, and helping to ensure a lower impact on the environment.
The protein line is also made with 70% organic ingredients, certified by California Certified Organic Farmers (CCOF), and the tubs manufactured from 100% post-consumer recycled HDPE and fully recyclable.
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