Wheyhey - supplier of protein-enriched ice cream - is extending into the frozen yoghurt market with its first handheld line.
The UK business, which came out of administration a year ago after securing funding from angel investors, is set to roll out the Wheyhey Push-up, a handheld frozen yoghurt that comes in natural, blueberry and coconut flavours (rsp: £1.79).
Push-up, which is fat-free and sweetened with stevia, will make its debut at the BodyPower Expo in Birmingham in a fortnight and has secured listings with Holland & Barrett and specialist online retailer Muscle Foods.
Wheyhey is hoping it will widen the audience for its brand, while tapping into the on-the-go market. “There is a lot of interest in protein these days, and we see a wide audience for Push-up,” Wheyhey co-founder Greg Duggan told The Grocer. “This will include 18 to 35-year-olds who go to the gym but are not sure what they should be eating when it comes to protein.”
Duggan said the business would continue to develop mainstream products and that it would remain committed to frozen food, as the ambient protein market was “too crowded”.
Produced in Ireland by the same supplier as Wheyhey ice cream tubs, Push-ups contain 12g of protein per 100ml compared with 15g per 100ml in the ice cream.
The lollies open up the impulse market for the brand, which is looking to capitalise on this with the imminent launch of branded freezers for retailers.