By Betty Mohe, Ursulla Wandili & Dr. Catherine Kilelu
With circular bioeconomy (CBE), the dairy sector is redefining byproducts “wastes,” into valuable resources with applications across different sectors globally. One of these is whey, a nutrient-rich byproduct that has the potential of being used to develop different products, creating sustainable value from dairy byproducts and achieving the circular economy. Read more on whey’s value & opportunities in this blog I co-authored titled Whey Waste into Wealth.
Whey-based product development is an avenue for innovation and value addition within the dairy sector, and in Kenya, it currently holds notable unexplored opportunities. It offers a promising opportunity for product diversification and business growth to processors because it is a versatile ingredient for developing a wide range of products. Whey-based products range from beverages, sports nutrition, health supplements to animal feeds, and even the production of biofuels.
In Kenya, there is huge consumer potential for whey-based products; however, consumer awareness of these products remains low. This was confirmed by Celestine Mutio, a Kenyan graduate student under the VALORISE project, who researched on consumer preferences and their willingness to pay for locally made whey-based yoghurt & smoothie products. Her findings showed that 80% of the in-store customers she interacted with are not aware of the locally made whey-based products, 97.7% are willing to purchase the locally made whey-based products, and the overall consumer product liking score was 4.5 out of 5.
Whey-based Product Innovation
Celestine’s findings, in-depth, showcase an opportunity for whey-based product innovation in the Kenyan market beyond the smoothies and yogurts; healthy product innovation opportunities are ripe with a ready market.
This product innovation opportunity was well displayed by one partner of the VALORISE project, Arla Food Ingredients, during the recently concluded workshop. This leading Danish dairy company has been at the forefront of value-adding innovation of whey and milk, and has developed new whey-based products like protein bars and new flavors like lemongrass-flavored yoghurts. During the workshop, participants enjoyed a product tasting session and gave real-time feedback on their taste, texture, and packaging appeal of the presented products, connecting science with consumer realities.
To drive such whey-based product innovation in Kenya, Arla Foods Ingredients has partnered with Promaco East Africa Limited, its Kenyan ingredient distributor and innovation partner. Informed by consumer studies, Promaco is currently working with a number of Kenyan dairy processors to develop products for the local market.
Existing dairy processors like Happy Cow Dairy Limited, a Nakuru County-based dairy manufacturer, pride themselves in producing dairy products, mainly cheese and yoghurt, with a whey-based product portfolio that includes strawberry & vanilla flavored Yogies Nutri-Yoghurt.
Another is Laki Laki® Limited, a Juja Town-based dairy company that utilizes whey as a key ingredient in its signature flavored smoothies.
Whey Tasting as a Market Penetration Approach
A consumer-insight-led whey-based product development contributes to a sustainable dairy sector in Kenya. These customer insights can be obtained from primary market research, market reports, and, most effectively, consumer feedback.
In the food industry, food sampling has proven to be a highly effective promotional strategy for new products; a sensory-driven experience that directly engages potential buyers. Food tasting is a sensory journey that engages all your senses when sampling and evaluating different foods to assess their quality, flavor, texture, and overall appeal.[1]
This is an approach that local dairy processors can utilize for their innovative whey-based products, allowing consumers to sample, evaluate, and build trust in the whey-based products before making purchasing decisions. Let’s call this experiential approach Whey-Tasting!
Practically, processors in Kenya can offer consumers a tangible introduction to whey’s nutritional value and environmental benefits by commencing a whey tasting campaign in every supermarket, fitness center, mall, and relevant public event, exposing potential consumers to whey’s nutritional and environmental impact while letting the whey-based value-added product’s flavor, texture, and other attributes do the convincing.
Whey Tasting campaigns in Kenya will accelerate market acceptance of whey-based products in the following ways:
- Increases awareness and visibility of the locally made whey-based products, thus enhancing consumers’ perception.
- Processors get to collect valuable customer feedback for further improvement, which solidifies existing product attributes.
- With the sensory experience, it initiates consumer loyalty to Kenya’s whey-based products, as it reduces the perceived risk of purchasing and builds purchase confidence.
- Whey tasting will drive sales. Research shows that in-store sampling can significantly increase sales, with some studies reporting uplifts of over 250%. [2]
Innovative Whey-Based Product Opportunities from Consumer Insights
- High-Protein Beverages & Smoothies
Consumers in Kenya showed strong willingness to pay for whey-based smoothies and fortified drinks, with strawberry, vanilla, and chocolate among the preferred flavors. These products directly target health-conscious urban consumers and fitness enthusiasts. - Functional Dairy Snacks (Protein Bars & Yoghurts)
Product tasting sessions revealed enthusiasm for value-added whey yoghurts and bars enriched with natural sweeteners and innovative flavors such as lemongrass. These appeal to younger consumers seeking convenient and nutritious snacks. - School Feeding & Low-Income Market Products
Whey can be transformed into affordable, nutrient-rich beverages or yoghurts tailored for children, especially within school feeding programs, a “low-hanging fruit” market opportunity repeatedly highlighted by stakeholders. - Wellness & Specialized Nutrition Products
With global best practices from Arla Foods as inspiration, whey can be upcycled into specialized products such as sports nutrition powders, medical nutrition, and lactose-free options. Kenyan consumers expressed strong interest in healthier, low-fat, and naturally sweetened alternatives.
Collaborating for Whey’s Future
The time to act on whey is now. Consumer insights show a clear willingness to buy, yet awareness remains low. To bridge this gap, processors should introduce whey-based products supported by tasting campaigns in schools, gyms, and supermarkets, building trust and driving demand.
At the same time, policymakers must create an enabling environment through supportive incentives and certification, while researchers and innovators continue to diversify products and improve quality.
By moving together with a shared purpose, we can reposition whey from a by-product to a nutritious everyday choice, delivering health benefits to consumers, new opportunities for businesses, and lasting value for the environment.
Grounding
Whey valorization holds great promise for advancing Kenya’s circular bioeconomy and enhancing nutrition through innovative food products. However, low consumer awareness and adoption remain major hurdles. Introducing targeted whey tasting campaigns presents a practical and impactful solution, bridging the knowledge gap, stimulating demand, and accelerating the market penetration of whey-based products. By transforming the consumer experience into an engaging, sensory journey, whey tasting not only boosts visibility and trust but also converts curiosity into loyalty. The time is ripe to turn tasting into buying and elevate whey from shelf to staple.
Whey Tasting grounds Whey Buying!
[1] Food Tasting 101: A Beginner’s Guide to Culinary Exploration:
https://lynasiascuisine.com/blog/food-tasting-101-a-beginner-s-guide-to-culinary-exploration
[2] Food & drink in-store sampling – the benefits to brands and retailers
https://www.fizz.co.uk/blog/in-store-sampling-for-brands-or-retailers/#:~:text=Encourages%20consumer%20trial.,word%2Dof%2Dmouth%20marketing.
