XXL Nutrition launches FitPudding with 40g protein

XXL Nutrition said on May 22 it launched an extra-large version of its FitPudding in the Netherlands, adding a 40-gram-protein product to its ready-to-eat dairy range. The launch extends the Dutch sports-nutrition retailer’s XXL Fit line, which it markets with dairy producer Zuivelhoeve. Stack3d first reported the new product on May 22, describing it as an extra-large format aimed at consumers looking for a higher-protein snack or dessert. Albert Heijn and XXL Nutrition listings show the existing FitPudding line in Dutch retail channels, alongside other XXL Fit products sold through the partnership. ### How does this fit into XXL Nutrition’s existing dairy lineup? XXL Nutrition’s current FitPudding cups are sold in 200-gram portions with 20 grams of protein per cup, according to the company’s product page. The brand lists vanilla-caramel and vanilla-chocolate variants and describes the pudding as a high-protein dessert or snack. Albert Heijn’s product page for the vanilla-chocolate version also lists 20 grams of protein per 200-gram cup. (xxlnutrition.com) The XXL Fit line already includes other refrigerated products such as quark, yogurt, mousse, drinks and oats, according to XXL Nutrition’s landing page. That page says the range is produced in cooperation with Zuivelhoeve and presents the line as a way to bring protein-focused products into everyday eating occasions rather than only supplement use. (xxlnutrition.com) ### What is Zuivelhoeve’s role in the product? Zuivelhoeve is the dairy partner behind the XXL Fit range, according to both companies’ websites. XXL Nutrition’s landing page says Zuivelhoeve CEO Jacqueline Roerink initiated contact with XXL Nutrition’s René van der Zel, leading to the collaboration. Zuivelhoeve’s own product pages list XXL FIT pudding products under its foodservice and consumer assortments. (xxlnutrition.com) Zuivelhoeve’s site shows the existing XXL FIT pudding in 200-gram vanilla-caramel and vanilla-chocolate formats. That supports the partnership structure described by XXL Nutrition and indicates the pudding line is distributed through mainstream dairy channels as well as sports-nutrition retail. ### Why are brands pushing bigger protein servings in refrigerated foods? (xxlnutrition.com) IndexBox said in a March market note that dairy protein isolates demand is expected to expand through 2035, with sports nutrition and dietary supplements accounting for an estimated 35% share of demand in that segment. The research firm said growth is being driven by fitness culture, recovery-focused products and broader use of protein ingredients in food and beverage formulations. (zuivelhoeve.nl) Stack3d linked XXL Nutrition’s new FitPudding to that broader sports-nutrition demand and to consumer interest in convenient, indulgence-style formats. The move also matches a wider shift toward protein-enriched foods sold outside traditional supplement tubs and bars, with refrigerated snacks and desserts becoming a larger part of the category. That broader trend is reflected in XXL Nutrition’s own lineup, which spans puddings, yogurts, drinks and oats. (indexbox.io) ### Where can shoppers find the product now? Albert Heijn’s Dutch grocery site currently lists XXL Nutrition FitPudding products, with a promotional price shown from May 26 for the 200-gram vanilla-chocolate cup. XXL Nutrition also sells FitPudding through its own online store, where the 200-gram product is listed from 1.99 euros. (xxlnutrition.com) As of May 24, the XXL Fit range also appears on Zuivelhoeve’s product pages, indicating the partnership remains active across multiple channels. The next marker for the launch will be broader retail availability of the extra-large 40-gram version across Dutch supermarket and foodservice listings tied to XXL Nutrition and Zuivelhoeve. (zuivelhoeve.nl) (ah.nl)