XAPP The World’s First Carbonated Protein Fitness Drink Named as Finalist in the 2011 IDF Dairy Innovation Awards

International Dairy Federation’s Innovation Awards, Parma Italy Judged 100 entries from 25 Countries in 14 Categories

XAPP The World’s First Carbonated Protein Fitness Drink Named as Finalist in the 2011 IDF Dairy Innovation Awards

XAPP The World’s First Carbonated Protein Fitness Drink Named as Finalist in the 2011 IDF Dairy Innovation Awards

Parma Italy  (Profitable.com)  Household name dairy companies from around the globe highlighted their offerings as they competed for the prestigious title of winner in 14 unique categories during the International Dairy Federation’s (IDF) Dairy Innovation Awards.  Judged by a panel of heralded industry judges, Carlsbad, California’s NEXT Proteins, Inc. stood up to the competition as its revolutionary new XAPP® Protein Fitness Drink was named as a finalist in the “Best New Ingredient for Dairy Foods or Beverages” category.

The world is set for a decade-long boom in milk consumption with the demand for liquid dairy products set to surge by around 30% from 2010 to 2020.1 The IDF Dairy Innovation Awards showcase the performance and potential of the global dairy industry in producing sustainable, innovative, safe and nutritious products. The IDF Dairy Innovation Awards are an annual opportunity for the dairy industry to stay up to date with the latest knowledge, best practices and breakthrough innovations like XAPP, from NEXT Proteins.

“XAPP Protein Fitness Drinks are totally on trend with almost no carbohydrates, no fat and only 100 calories [from 25g protein].  The taste impressed the panel too with the light carbonation giving an instant sense of being refreshed” noted Bill Bruce, Group Editorial Director for FoodBev Media, Ltd. “The panel was impressed by the unique patented formula creatively and successfully combining aqueous whey isolate protein into a drink which creates a real cross-over product into the carbonated energy and recovery drink category,”  Bruce continued, “Additionally, we were impressed with the bold packaging and very clear labeling and messaging. Overall, the successful combination of ingredients and taste ensured XAPP as an obvious finalist in their category.”

“We are extremely honored to have XAPP recognized as a finalist for the International Dairy Federation’s 2011 Dairy Innovation Awards,” commented David Jenkins, Founder and CEO of NEXT Proteins, Inc.  “This recognition is the culmination of more than nine and one half years of research, testing and development work by the NEXT Proteins’ team.”

XAPP, the world’s first carbonated high protein, is packed with essential electrolytes and the highest quality whey protein isolate which makes XAPP perhaps the perfect beverage before and after workouts.  XAPP is great for weight loss as it can help curb hunger between meals.   Manufactured under numerous patents both in the U.S. and internationally,  XAPP delivers a quick, easy way to REFRESH, REFUEL, REPAIR and RECOVER like no other drink ever.

About the International Dairy Federation (IDF)

IDF is the pre-eminent source of scientific and technical expertise for all stakeholders in the dairy chain. IDF is represented in 56 countries and membership is growing: IDF accounts for approximately 86% of the world’s milk production at present. IDF aims to identify, elaborate and disseminate best practice at international level in order to guide the dairy sector and to harmonize members’ work on a variety of issues along the dairy production chain including animal health and welfare, protection of the environment, nutrition, food safety and hygiene and food standards.

About Dairy Innovation Magazine:

First published in 2005, Dairy Innovation is the only bi-monthly magazine to focus on product innovation in every sector of the international dairy industry. Published by UK based FoodBev Media, Dairy Innovation is read by over 15,000 decision makers in over 40 countries. For more information, visit www.foodbev.com.

About NEXT Proteins, Inc.

Founded in 1988, NEXT Proteins, Inc. has been the driving force behind innovative protein brands including nutrition bars, beverages, and powders, that help consumers live healthier lives.   In 1993, NEXT Proteins pioneered the development of one of the industry’s best selling protein powders, DESIGNER WHEY®, and ten years later launched the blockbuster DETOUR® protein bars.

As early as 2002, NEXT Proteins was creating the world’s first carbonated high protein drinks.  Today with six issued patents in the U.S. and multiple patents issued or pending in all the major beverage markets around the world, NEXT Proteins is rolling out XAPP Protein Fitness Drinks.   www.XAPP.com.

MEDIA CONTACT:
Don Williams
Williams Group Public Relations
(760) 201-8961 direct
(760) 707-4589 mobile
don@williamsgrouppr.com
WilliamsGroupPR.com

1 Source: “Tetra Pak Dairy Index” Issue 4-July 2011.