Protein Mix Development for Frozen Coffee: Benelux Market Project

The protein beverage market has traditionally been dominated by the shake — a practical but low-experience format, perceived as functional rather than enjoyable. A distributor active in the Benelux fitness channel sees a different opportunity: bringing the protein beverage into the granita machine, transforming it into a counter product that combines nutritional benefit with a genuinely pleasurable consumption experience.

The brief to OrobicaMix is to develop a no-sugar-added protein powder mix for granita machines, based on a Frozen Coffee format, with a protein content of at least 25%, great-tasting and technically suited to cold processing. A product designed for gyms, fitness centres and wellness bars looking to expand their offering with something truly new.

Developing a high-performance no sugar protein powder mix for granita machines is not a straightforward process. The first challenge is technical: significantly increasing the protein content of a powder mix for granita machines without compromising solubility, texture and taste, as protein powders tend to alter the aromatic profile and consistency of the final product in ways that are not always well received by the consumer.

The second challenge is evolutionary: the client doesn’t just want a base version, already at the briefing stage they request planning for a no added sugar variant, to meet the growing demand from the wellness segment. Two products to develop in sequence, using the same base but with different nutritional targets.

OrobicaMix launched the project with a research and raw material selection phase, identifying the protein sources best suited to granita machine processing in terms of yield, solubility and flavour profile. After formulating the base recipe, the team conducted analytical checks to certify the achievement of the 25% protein threshold declared on the label.

Once the standard version was consolidated, the project evolved in the agreed direction: development of the no added sugar variant, maintaining the same technical performance and aromatic profile as the original version. A two-phase development process that allowed the client to enter the market with one product and expand the range in a short time.

The results exceed initial expectations. The project opened a completely new channel for OrobicaMix — gyms and fitness centres — with a product that had no direct precedent in the Benelux market.

The protein-enriched frozen beverage introduced a new consumption habit, replacing the traditional shake with a more experiential and appealing format. The most significant figure is commercial: in less than twelve months from market introduction, over 2 tonnes of product were sold — a result that confirms both the validity of the client’s intuition and the quality of the formulation developed by OrobicaMix.