Entrepreneurial brand Veloforte’s sports twist on a traditional Italian treat packed with fruit and nuts – which has won the start-up a cult following – highlights the growing opportunity in repositioning “real foods” as a sports food product.
“While sports nutrition products are going mainstream, the much stronger trend is in the opposite direction – ‘real’ foods are becoming more attractive for people to use in sports,” said food industry analyst Julian Mellentin, director of consultancy New Nutrition Business and author of a new report, “Real food” – the strategy that’s transforming sports nutrition.
