FrieslandCampina has entered the sports nutrition market, launching a range of drinks, bars and shakes.

The Vifit Sport line of products will make their debut in the Netherlands-based dairy giant’s domestic market, with other countries in Europe to follow, although the co-op gave no timetable.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Vifit Sport is available in the Netherlands via its own website and Ahold Delhaize’s bol.com site. FrieslandCampina said the Dutch pharmacy retail chain Kruidvat would stock the products from next week.

FrieslandCampina supplies milk-based ingredients to sports nutrition companies and last year developed protein powders for the Dutch Olympic team. However, the launch of Vifit Sports marks a push into the sector from one of the world’s largest dairy companies.

CEO Roelof Joosten said: “Our product developers have developed products that respond to the needs of a growing group of active sportspersons by making use of our knowledge about the nutritional value of dairy for the build-up and recovery of the muscles. With this sports nutrition [range], we aim at all sportspersons. Therefore the products are available online as well as at a large pharmacy chain.”