The product, BYHEALTH Zhenzuan Protein Powder, is an upgrade of BYHEALTH’s flagship eponymous protein powder, with the protein content increased from 80% to 90%.
Similar to its flagship product, the latest launch also contains animal protein and soy protein at a ratio of 2:3, as well as non-genetically modified soy protein isolate and New Zealand imported whey protein isolate.
The new product was also showcased at last week’s Bo’ao Food for Health Science Conference and Expo 2026 (FHE 2026), which took place in Hainan, China from March 11 to 15.
Speaking to NutraIngredients at the expo, Dr. He Ruikun, deputy director of BYHEALTH Nutrition and Health Research Institute, said that the upgraded protein powder was also designed to meet changing consumer needs.
“Protein powder is one of BYHEALTH’s core products,” Dr. He said. “In the past 30 years, most consumers have come to know about BYHEALTH through our protein powder, and our protein powder has enjoyed a leading position in China. At the same time, we have been thinking about how we can further enhance the product.”
Chinese consumers, for example, are increasingly interested in quality protein supplementation as living standards improve.
While most Chinese consumers see protein supplementation as beneficial for the immune system and muscle building, BYHEALTH also hopes to cater to people on a weight management journey.
“The market demand for protein powder is also growing. For example, we do see a growing number of fitness enthusiasts who are also looking for better quality protein supplementation,“ Dr. He said. ”People who are on their weight management and weight loss journey are also facing the problem of insufficient protein intake and this is another consumer segment that we can cater to by providing higher-quality protein products.
China is seeing a growing number of sporting festivals. There were about 100 marathons taking place every weekend between April and May last year - a phenomenon that has led dairy brands like Mengniu to expand its sports nutrition range.
In terms of weight management, China has also dedicated the years 2024 to 2026 as the Years of Weight Management, with weight management becoming a top health priority for policymakers.
In the second half of this year, BYHEALTH also plans to expand its protein product range to meet different functional needs.
FSMP endeavor
BYHEALTH also made its debut in the Food for Special Medical Purposes (FSMP) category through the product Meiyile - a post-surgery recovery nutritional powder drink.
“As a leading brand in China’s dietary supplement market, I feel that there is a need for BYHEALTH to enter this space, as we wish to provide nutritional products not only for healthy populations but also for patients who have specific nutritional needs,” said Dr. He.
Key ingredients used in the product include whey protein concentrate, multivitamins and minerals.
In fact, FSMP for the elderly is a major product category in China, with protein powder the most common type of FSMP, according to Alibaba Tmall, one of China’s largest e-commerce platforms.
“FSMP, sleep, bone and joint health supplements are fast-growing categories in China, while vitamin and mineral dietary supplements, supplements for cardiovascular health and kids nutrition are the three main categories,” said Li Donghui, senior expert, Health & Wellness Industry Research & Operations at Tmall, Alibaba Health, during a presentation at the conference.
Obtaining an FSMP certificate approval from the Chinese authority, however, is a time-consuming and costly process that can take five years to complete.
“Our efforts in building our dedicated FSMP production line, conducting research, selecting high-quality raw materials and fine-tuning the production technique also show our commitment and confidence in China’s FSMP market,” said Dr. He.
