In the Buff ketchup

London startup Hennicks is riding the everyday protein wave with the launch of its debut product, In the Buff high-protein ketchup.

Available from this week in a squeezy bottle, the sweet paprika-flavoured table sauce uses pea flour isolate and edamame to provide 12.7g of protein per 100g – more than 10 times higher than the 1.2g of Heinz Tomato Ketchup.

The result of about 18 months’ development, In the Buff (£3.99/425ml) was primarily aimed at “everyday athletes – people who approach their diet with an athlete’s mindset” said Hennicks, which was founded by entrepreneurs Nick Briggs and Henry Kay. “It’s about making ‘marginal gains’ to improve your dietary intake on the way to achieving one’s overall goals.”

The business’ aim was “to capitalise on rapid growth in demand for natural protein products” it added. “Spending on sports nutrition products in the UK by anyone from top athletes to everyday exercisers rose from £52m in 2013 to £66m in 2015 – of which high-protein products represent a fast-growing segment.”