We just finished an amazing trade show, SPORTEC Tokyo, held from July 30th to August 1st, 2025, in Tokyo, Japan. The event was a tremendous success and marked a significant milestone in the rollout of the NiHPRO®Family and the global expansion of NiHTEK’s mission.
SPORTEC Tokyo 2025 was more than just Japan’s premier sports and wellness trade show — it was the stage for a major turning point in global protein innovation. At the heart of this transformation was NiHTEK® and its groundbreaking protein technologies under the NiHPRO®Family. With the official soft launch of NiHPRO®Puffs and the full-scale debut of CleverPRO® by Nature’s Lab, powered by NiHPRO®Core (the Intel-Inside for premium protein brands), NiHTEK® didn’t just present products — it redefined the future of functional nutrition.
From the moment the doors opened, the NiHTEK® booth was a magnet for formulators, manufacturers, brand owners, and media. The energy was electric, and the feedback was universal:
“Unbelievable this isn’t dairy.”
“Zero lactose? No allergens? Still tastes this good?”
“No way it’s not whey.”
SPORTEC wasn’t just a success — it was a revelation.
The Debut of CleverPRO®: Japan’s First Official NiHPRO® Brand
A key moment at SPORTEC was the official announcement of CleverPRO® NiHPRO® Maximus, Japan’s first consumer brand powered by NiHPRO®Core. Developed in partnership with Nature’s Lab, CleverPRO® is one of Japan’s premium-quality health and wellness brands, known for its commitment to scientific excellence and refined taste.
CleverPRO® operates a premium consumer brand owned by Nature Lab based in Japan: https://www.naturelab.co.jp/en/ but has chosen NiHPRO®Core as its branded protein ingredient, recognizing its unmatched performance and clean-label benefits. The CleverPRO® product line is launching with two indulgent yet functional flavors:
- Chocolate Truffle
- Cookies & Cream
Each serving is powered by the upgraded NiHPRO®Core — the world’s first hydrolysed, isolated, free from the world’s most common protein allergens and 100% lactose, GMO, and even sugar-free, explicitly designed to mimic dairy-like taste and texture, without any of the allergens that are in dairy or soy.
CleverPRO® NiHPRO® Maximus represents a new class of performance nutrition, blending science-backed formulation with luxurious, Japanese taste standards. And the best part? It’s available nationwide in Japan soon at high-end convenience stores, premium supermarkets, and online retailers.
“It’s Protein For EveryBODY — 皆んなのプロテイン (Min’na no Purotein).”
Introducing NiHPRO®Puffs: A Game-Changer for Snacking and Cereal Applications
Also making headlines was the soft launch of NiHPRO®Puffs at Sportec, NiHTEK’s latest branded protein ingredient designed for snack bars, bites, protein cereals, and other functional food applications. NiHPRO®Puffs delivers:
- 80% protein purity
- 100% soy-free, dairy-free, and gluten-free
- Zero added sugar
- <3% Carbohydrates
- Crispy, light, and clean flavor
- High in leucine for muscle building
- 4x more L-arginine than typical dairy proteins
In both taste and texture, NiHPRO®Puffs were a showstopper. Nearly every major snack brand attending SPORTEC stopped by the booth to sample and discuss potential formulations. NiHPRO®Puffs will be officially available for commercial sales globally on August 10th onwards.
“We’ve never seen a puff like this — clean label, no bitterness, and so much crunch.”
NiHPRO®Puffs is not just another puff — it’s the next generation of functional snacking.
Scientific Superiority: Powered by MPi™ and APH™
Behind the sensory excellence of the NiHPRO®Family lies serious science. Each product is built with NiHTEK’s proprietary technologies:
- Molecular Protein Infusion™ (MPi™)for optimized digestibility and bioavailability
- Advanced Precision Hydrolysis™ (APH™)for low-molecular-weight peptides and smoother texture
These technologies ensure that every bite, sip, or spoonful of NiHPRO® delivers unmatched performance — whether in a powder, a ready-to-drink beverage, or a high-protein puff.
“No Way It’s Not Whey” — Transforming the Allergen-Free Landscape
Perhaps the biggest surprise for show attendees was how closely NiHPRO®Core and NiHPRO®Puffs mimicked the taste and texture of dairy-based proteins — without any dairy, soy, or gluten.
From elite athletes to clinical nutritionists, everyone had the same response:
“This has to be whey.”
“Finally, a premium protein that tastes great without the bloat and allergens.”
“It tastes too good to be non-dairy.”
This isn’t by accident. NiHTEK® has spent years perfecting the hydrolysis profile, peptide structure, and flavor systems to offer a dairy-free protein that delivers like whey — only cleaner, more inclusive, and more sustainable.
Cultural Impact: 皆んなのプロテイン — Protein For EveryBODY
NiHTEK’s Japan strategy is rooted in authenticity and relevance. The brand message “Protein For EveryBODY”, expressed in Japanese as:
皆んなのプロテイン (Min’na no Purotein)
resonated deeply with the Japanese audience — reflecting community, inclusivity, and performance without exclusion.
Whether for athletes, wellness enthusiasts, or individuals with dietary restrictions, NiHPRO® meets people where they are, with no compromise in taste or efficacy.
Nationwide Growth: NiHTEK® Secures Two Official Distributors in Japan
To support growing demand and streamline B2B partnerships, NiHTEK® now has two official distribution partners in Japan:
- Lacto Japan Co., Ltd. https://www.lactojapan.com/en/index.html
- Nature’s Lab Co., Ltd. https://www.naturelab.co.jp/en/
Both partners bring deep expertise in functional ingredients and a proven ability to scale innovations across Japan’s F&B and supplement industries.
What’s Coming Next: “Made in Japan” NiHPRO®Core Edition
To further align with Japanese regulatory preferences and domestic manufacturing capabilities, NiHTEK is preparing to launch an all-new “Made in Japan” edition of NiHPRO®Core, designed to meet specific local needs for:
The new “Made in Japan” NiHPRO®Core will complement the global version, opening new possibilities for functional beverage and supplement innovations with even more advancements with technology and Made in Japan applications.
Global Momentum: Full Rollout of NiHPRO®Puffs Coming August 2025
Following the Tokyo soft launch, NiHTEK® has confirmed the official hard launch and global availability of NiHPRO®Puffs later this August.
Already in pre-commercial discussions with partners across:
- Japan 🇯🇵
- South Korea 🇰🇷
- Thailand 🇹🇭
- India 🇮🇳
- South Africa 🇿🇦
- United Kingdom 🇬🇧
- Mexico 🇲🇽
- Brazil 🇧🇷
- Australia 🇦🇺
…the excitement is building. With the growing demand for clean-label, allergen-free, performance-driven nutrition, NiHPRO®Puffs is uniquely positioned to power a new generation of protein-rich bars, cereals, and snacks across international markets.
As the only puff on the market offering 80% protein, zero allergens, and a clean taste profile, the rollout of NiHPRO®Puffs will mark a global turning point for snackable functional foods.
Where to Meet Us Next: Upcoming Trade Shows
As NiHPRO®Puffs prepares for global rollout and brand collaborations accelerate, NiHTEK® will be showcasing across major international stages this fall and winter.
Confirmed: Food Ingredients South America (FiSA) 2025 — São Paulo, Brazil
Join us for the leading ingredient expo in Latin America and experience the NiHPRO®Family firsthand:
Location: São Paulo Expo, São Paulo, Brazil
Dates: August 26–28, 2025
Website: https://www.figlobal.com/south-america/en/home.html
Confirmed: Food Ingredients Europe (FiE) 2025 — Paris, France
Come meet the NiHTEK® team and explore the NiHPRO®Family — including the official launch of NiHPRO®Puffs — at the world’s leading ingredients event:
Location: Paris Expo Porte de Versailles, Paris, France
Dates: December 2–5, 2025
Website: https://www.figlobal.com/europe/en/home.html
In Discussion: Dubai Muscle Show 2025 — Dubai, UAE
NiHTEK® is also in active talks to appear at the Dubai Muscle Show, the Middle East’s largest fitness and wellness event — a perfect platform to introduce NiHPRO®Puffs and CleverPRO to the MENA region:
Location: Dubai World Trade Centre, Dubai, UAE
Tentative Dates: October 25–27, 2025
Website: https://dxbmuscleshow.com
Stay tuned to https://www.nihtek.com and our social channels for booth numbers, live tasting announcements, and media events in each city. We’re just getting started.
