Flavors for sports nutrition products: combining indulgence and performance

Long confined to functional but unappealing formulations, sports nutrition products have evolved to meet increasingly demanding consumer expectations. Elite athletes and amateur sports enthusiasts alike now seek both nutritional efficacy and gustatory pleasure. Protein bars, powders, and fortified drinks have become more sophisticated, more diverse and more visible – appealing to a broader audience, from amateur athletes to wellness-conscious consumers.

In this context, flavors for functional food products play a central role. They not only help mask unpleasant notes from functional ingredients (such as plant proteins, BCAAs and electrolytes), but also create appealing and distinctive sensory experiences. This is where Metarom’s expertise comes into play, offering tailored support in the development of flavors for sports nutrition products and innovative active solutions specifically designed for functional food applications.

Sports nutrition: a rapidly growing market driven by new consumer expectations

La nutrition sportive regroupe un ensemble de produits alimentaires fonctionnels conçus pour aSports nutrition encompasses a range of functional food products designed to support physical effort, enhance performance, speed up recovery and promote muscle gain, such as:

• Protein bars
• Powdered mixes for dilution
• Fortified drinks
• Energy gels
• etc.

Over the past fifteen years, this market has evolved significantly, and sports nutrition products have become widely accessible. So much so that this segment no longer targets only bodybuilders or professional athletes. Today, occasional exercisers, active seniors and flexitarian consumers seeking better balance have become key emerging targets in this market.

What they’re looking for includes:

• More effective hydration, thanks to well-balanced electrolytes
• Improved post-workout recovery through amino acids or plant extracts
• Natural nutrition, with a preference for plant-based proteins, often perceived as healthier

However, these new consumers have a different relationship with functional nutrition. They are looking for products enriched with proteins, vitamins and minerals, but which still taste good. Pleasure has thus become a key criterion for product selection and customer loyalty.

This demand for taste poses a major challenge for manufacturers: how can they formulate high-performance functional food products without compromising on taste?

Flavors for protein products: technical and sensory solutions

Plant-based proteins (pea, soy, rice), whey, and BCAAs – though essential in sports nutrition formulations – often add undesirable flavor notes such as bitterness, astringency, earthy or metallic undertones. This is where flavor expertise comes into play. At Metarom, we support the sports nutrition industry through dual expertise:

• Creating flavors for functional food products
• Developing active solutions dedicated to sensory perception through our Acti'Mask and Acti'Boost ranges.

Acti’Mask: masking off-notes without compromising performance

Acti’Mask is a range of masking flavors designed to neutralize sensory flaws in products enriched with proteins or amino acids. Its mode of action is based on three pillars:

Acti’Mask is tailored to different matrices (whey, soy, pea, rice, BCAA, etc.), with flavor suggestions adapted to each: vanilla, red fruit, cappuccino, chocolate, coconut and citrus to enhance the sensation of freshness.

Acti’Boost: modulating perception for greater indulgence

The Acti'Boost range acts on sensory perception:

• Acti’Boost Sweet enhances the perception of sweetness – ideal for reduced-sugar products
• Acti’Boost Fat enhances the perception of fat and creaminess, even in reduced-fat formulations.

These solutions enable manufacturers to offer products that are both reduced in fat or sugar and rich in flavor, without compromising on pleasure.

Metarom support: from formulation to sensory optimization

At Metarom, our strength lies in our tailored support, adapted to the need of each matrix and product. Our flavors for functional food products are designed for easy integration, in liquid or powder form, across a wide range of applications.

Thanks to our in-house distillation workshop and expertise in natural flavors, we develop rich flavor signatures that meet the expectations of consumers seeking taste and naturalness.

Protein products should no longer be seen as merely functional and unappetizing. By combining flavor technology and taste science, Metarom enables companies to develop high-performing products that are rich in flavor and appealing to consumers.

And rightly so: today’s consumers seek flavors for sports nutrition products that help them reach their goals, while still enjoying the experience. With the Acti'Mask and Acti'Boost ranges, this is now possible.

Do you have a development or reformulation project? Our teams are here to support you with passion and precision.