Protein is the next big thing in the sports nutrition category according to GSK, which has launched two new products – MaxiNutrition protein bar and Cyclone milk – into the fastest-growing impulse lines of the sector to capitalise on its potential.

GSK is claiming a world first for the Cyclone milk as it contains creatine, which up till now has been difficult to stabilise, but now comes in a ready-to-drink solution in two flavours, chocolate and strawberry, rrp £3.49 for 330ml.

Each bottle contains 30g of protein and 3g of creatine to aid muscle growth and recovery. The protein bar comes in chocolate caramel and summer fruit flavours – rrp £1.79 – and provides 10g of protein.

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