Pronic+ was developed to address common issues associated with high-protein products, which are often thick, heavy, and relatively expensive. Containing 15 grams of whey protein isolate (WPI) in a 350 mL ready-to-drink package, the product targets consumers across the Asia-Pacific region, including Indonesia, who need a practical, easy-to-consume, and more affordable source of protein.

The team aims to market Pronic+ at approximately IDR 15,000 per package. Should it be developed on an industrial scale, the innovation is expected to help more people meet their daily protein needs while demonstrating how food technology and artificial intelligence can be used to create products that respond to consumer needs. This effort is important because access to nutritious food depends not only on nutritional content, but also on taste, affordability, and product availability.

The four students are members of the “3 Chefs & that 1 Technician Guy” team, comprising Amar Arief Raihan, Juan Moratua Sinaga, and Muthya Zidna Tadzkira from the Food Engineering Study Program, class of 2023, as well as Ganesha Rahman Liswantoro from the Engineering Physics Study Program, class of 2023.

In the competition, organized by the NUS Department of Food Science and Technology, they competed against 86 teams from seven countries, including China, Thailand, Malaysia, South Korea, Japan, and Vietnam. The ITB team advanced to the top 10 before securing second place in the final round.

The 2026 NUS FoodTech Challenge carried the theme, “Leveraging AI and Consumer Data to Develop Personalised Flavours for Sustainable High-Protein Beverages Catering to Specific Taste Preferences.” Participants were challenged to use artificial intelligence and consumer data to develop sustainable high-protein beverages tailored to the taste preferences of specific consumer groups.

Light as Water, with 15 Grams of Protein

Unlike conventional protein drinks, Pronic+ was designed to provide a light and refreshing drinking experience similar to mineral water. It combines the benefits of an electrolyte beverage with a substantial protein content in a single ready-to-drink package.

The team’s innovation extended beyond the product formulation. They also developed an AI-based consumer research system to address the high costs and lengthy processes commonly associated with conventional market research.

“We used Python for k-means clustering and BERTopic to map consumer segments based on survey data. From these insights, we created synthetic consumer agents in JSON format and validated them against responses from real participants. These synthetic agents allowed us to test flavour preferences and price sensitivity much more quickly and affordably,” Juan said.

In developing the visual concept and brand identity, the team adapted Pronic+ to the competition context, which involved a Chinese food and beverage company. Pronic+ was positioned as a new product line capable of expanding the company’s image from a producer of instant noodles and refreshing beverages into the health and sports beverage market.

Its visual identity retained the distinctive Oriental elements associated with the food and beverage company while incorporating a modern and active character to appeal to young consumers across the Asia-Pacific region.

From a manufacturing perspective, Pronic+ uses a dual-line processing design. WPI hydration and acidification are carried out separately to prevent sedimentation. The product is then processed using the high-temperature short-time (HTST) method and aseptically packaged at room temperature to maintain its nutritional content and clarity.

From Competition to Industrial Scale

The idea for Pronic+ emerged from the team’s concern for people who still struggle to meet their daily protein requirements. According to the team, many high-protein products remain difficult to access because of their relatively high prices.

With a target price of approximately IDR 15,000, Pronic+ is expected to offer a more affordable alternative to similar products in Singapore, which are priced at around 4–5 dollars.

“We hope this innovation can truly be adapted for industrial-scale production. Many people still struggle to meet their daily protein needs. A product that is enjoyable, affordable, and widely available could significantly change consumption habits,” Muthya said.

Behind their achievement, the team realized that their success was determined not only by ideas and technology. Their different academic backgrounds allowed each member to complement one another in areas ranging from food formulation and data processing to consumer understanding and technical product development.

“The key to success lies in the team. A good team is one whose members complement one another, challenge each other critically, and still enjoy the process together,” Juan said.

The achievement of the “3 Chefs & that 1 Technician Guy” team demonstrates that the future of food innovation depends on more than product formulation. Understanding consumers, using technology appropriately, and transforming societal challenges into affordable solutions are also essential to creating products that deliver meaningful benefits.