Axiom Foods and NNB <a href="https://healthylife7.com/hills-pet-nutrition-launches-try-again/” title=”Hill’s Pet Nutrition launches Try Again”>Nutrition have entered a strategic partnership to accelerate the development of next-generation “Protein+” plant-based nutrition products, combining plant proteins with science-backed functional ingredients to meet growing demand for multifunctional food and beverage formulations
Announced ahead of this week’s IFT FIRST 2026show in Chicago, the collaboration will initially focus on supporting brands across North America and Asia with formulations spanning ready-to-drink beverages, protein powders, stick packs and active nutrition products
The companies will jointly showcase their portfolio at booth #1426 during the exhibition
The partnership reflects a broader shift in the functional nutrition sector, where protein is increasingly positioned as a delivery platform for additional health benefits rather than as a standalone nutrition claim
Market intelligence from Mintelhas identified protein as one of the most mainstream health attributes in food and beverage, while GLP-1 therapies are reshaping formulation priorities around nutrient density, satiety and muscle maintenance
Under the agreement, Axiom Foods will contribute its portfolio of rice, pea, fava bean, chickpea and pumpkin proteins alongside oat- and rice-based dairy alternatives
NNB Nutrition will supply functional ingredients targeting cognition, hydration, metabolic health, healthy ageing and mood, enabling manufacturers to create products that deliver multiple consumer benefits in a single formulation
“The percentage of food and beverage launches with a high-protein or added-protein claim has doubled during the past decade,” said DavidJanow, Founder and CEO of Axiom Foods, describing protein as a “gateway nutrient.”
Rather than simply adding protein, brands are using protein as the foundation and then layering on additional benefits, hence the great significance of this partnership with NNB
For formulators, one of the collaboration’s key objectives is overcoming longstanding sensory challenges associated with plant proteins and functional actives
Earthy flavours, bitterness and lingering aftertastes remain significant barriers to consumer acceptance of plant-based nutrition products
To address this, the companies highlighted the potential to combine Axiom’s neutral-flavoured proteins with NNB’s SweetVantage sweetening platform, which uses patented ste to help mask bitterness without adding calories
According to NNB Nutrition Founder and President KylinLiao, rising consumer awareness of protein, coupled with increasing demand for plant-based alternatives as whey prices remain elevated, presents an opportunity for manufacturers to create differentiated products that deliver targeted health benefits alongside high-quality protein
Axiom gives us beverage and protein vehicles. NNB brings the additional functional benefits, flavour support and formulation strategy to help brands build products consumers will use daily
The collaboration also reflects growing interest in “stacked” formulations, where ingredients that support muscle health, cognition, hydration, or metabolic wellness are combined into a single product — a trend expected to remain a key innovation theme across the functional food and nutraceutical industries
