Progevity has introduced a new protein drink specifically designed for individuals aged 50 and older.

Founded by former NHS doctor Alexander Denning, Progevity aims to address the unique nutritional requirements of this demographic, promoting muscle strength, cognitive function and overall vitality.

Available in two formulations – one tailored for women featuring a refreshing blend of apple, mint and elderflower, and another for men with ginger, turmeric and lime – each 250ml can contains 25g of protein, along with additional nutrients such as collagen, creatine and vitamins.

Priced at £2.85 per can, Progevity is marketed as a convenient on-the-go option for those looking to maintain an active lifestyle.

The ageing process presents various challenges, including a natural decline in muscle mass and bone density. Research indicates that individuals over 50 require increased protein intake to counteract these changes and sustain physical health.

Progevity’s formulation is designed to meet these needs, providing essential nutrients that support muscle and bone health while also boosting energy levels.

“Our mission with Progevity is simple,” said co-founder Jonathan Denning. “We want to help people maximise every stage of life by giving them the nutritional support they need to stay strong, healthy and engaged in the activities they’re passionate about.”

This focus on empowerment aligns with a growing trend in the food and beverage industry, where products aimed at older consumers are gaining traction.

The development of Progevity stems from Alexander Denning’s clinical experience as an orthopaedic surgeon. Observing patients struggle with maintaining their health and vitality, he sought to create a product that could provide the necessary nutritional support for an active lifestyle.

Progevity is positioned within a broader market trend that recognises the importance of nutrition in aging populations. As more consumers prioritise health and wellness, the demand for products that cater specifically to their needs is expected to rise.

The protein drink market, in particular, has seen significant growth, driven by increasing awareness of the benefits of protein consumption for all age groups.

In addition to its nutritional benefits, Progevity is marketed as a sugar-free option that easily integrates into daily routines, whether as a quick breakfast, a post-workout boost or a healthy snack.

This convenience factor is crucial in appealing to busy consumers who seek to maintain their health without compromising on taste or accessibility.

#proteinbeverage #convenience #Progevity