It can be entertaining to see how foreign marketers try to give their product lines an American twist. Mishaps in translation can provide a giggle or two. For example, one company exhibiting at ANUGA touted its whey-based drink as a bewitching beverage. Running with images that combined a black-hat witch and something resembling Coors Light's Elvira, this company was marketing whey as a source of power. (The power to cast a spell, I guess!)
See, in early October, I was fortunate enough to attend ANUGA, which is likely the world's largest food fair, in Cologne, Germany. Within the entire hall dedicated to dairy foods, there were numerous exhibitors showcasing beverages based on or containing whey.