BOOST & Build Case Study

Abstract

The demand for health-oriented food products, particularly protein-enriched shakes, is experiencing significant growth worldwide, including in emerging markets such as Algeria. This thesis examines the potential for developing a competitive protein shakes brand within the Algerian market, where increasing health awareness, a rising number of fitness enthusiasts, and evolving consumer preferences are creating new opportunities for functional food products. Despite this promising context, the sector remains underdeveloped, with limited local production and strong reliance on imported brands that often fail to meet the specific tastes and price expectations of Algerian consumers. The study highlights the strategic importance of establishing a local protein shake brand that combines nutritional quality, affordability, and cultural relevance. Key challenges identified include limited industrial infrastructure for protein processing, insufficient consumer education on the benefits of protein supplementation, and the need for supportive financial mechanisms for startups in the food and beverage sector. The research also emphasizes the role of partnerships with financial institutions, investors, technological incubators, and public funds in overcoming these barriers and scaling production capabilities. Through a review of market trends, consumer behavior, and business ecosystem dynamics, this thesis provides insights into how a protein shakes brand can successfully position itself in Algeria’s growing health food market, while contributing to local economic development and dietary innovation