A protein supplement tailored to older people - offering easily-digested whey protein in a convenient biscuit form - aims to tackle what could become an epidemic: muscle wastage or "sarcopenia". By Rjchard Clarke. Having cracked die sports nutrition market, Mathew Richardson of UK-based Applied Nutritional Research has turned his attention to the growing problem of sarcopenia in the elderly. Richardson built up a successful nutrition bar and beverage business called Pro-Fibe Nutrition before sellingit to Irish dairy giant Glanbia in 2005. Now this entrepreneur with a chemistry PhD has developed a 50% protein soft cookie called Probake50 which he says will appeal to elderly consumers who don't like protein shakes and snack bars.
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