PROTEIN-PACKED EVERYTHING
Consumers are on a wellness quest and seek food and beverages with added benefits. Protein is the en vogue ingredient appearing in everything, including beverages, cereals, snacks, candy, and even ice cream. According to the 2024 Food & Health Survey by the International Food Information Council (IFIC), the number of consumers trying to consume protein continues to rise: 59% in 2022, 67% in 2023, and 71% in 2024. Products with 15 or more grams of protein have reached $4.9 billion in sales, and high protein categories have seen 9.3% annual growth, according to SPINS. Consumers are seeking protein-rich foods, driving food and beverage brands to innovate by incorporating caffeine and collagen into their formulas.
DAIRY AND ALT DAIRY PROTEIN
Milk, yogurt, and cheese are naturally high in protein. Many brands are launching dairy and alternative dairy products that highlight their protein content. TruMoo added TruMooZero Whole Chocolate Milk to its portfolio. “Designed to appeal to consumers who seek added benefits from their beverages, TruMoo Zero provides 13 g of protein, which is 50% more protein than regular chocolate milk and no added sugar.” Quest Nutrition launched Protein Milkshakes in Chocolate, Strawberry, and Vanilla flavors. The line of ready-to-drink beverages is made with 45 g of protein per serving from ultrafiltered milk. Bel UK released the Mini Babybel Protein cheese, which contains 5.2 g of natural protein per portion. It is also packaged in a fully home-recyclable paper wrap, replacing the previous biodegradable cellophane. Forager Project introduced a new organic dairy alternative, Greek-style yogurt that delivers 10 g of protein per serving. The plant-based yogurt is made with a coconut and cashew base and six gut-friendly live cultures. It is available in Plain and Unsweetened varieties that contain no added sugar. UK ice cream brand Oppo Brothers launched Oppo Pro, a high-protein ice cream line formulated with 15 g of protein. It is available in two flavors: Chocolate Brownie, which includes whole milk, cream, brownie pieces, and a chocolate fudge swirl, and Strawberry Cheesecake, which contains whole milk, cream, biscuit pieces, and a strawberry swirl.
RTD PROTEIN BEVERAGES
Data Insights Market estimates the ready-to-drink (RTD) protein beverage market will reach $28 billion by 2033, growing at a CAGR of 7%. According to Innova Market Insights, “Consumers are looking for convenient and effective ways to increase their protein intake, and RTD protein drinks provide a quick and easy solution to cater for this drink trend.” Protein2o Clear Protein Hydration Drink introduced a reformulated version of its line and expanded nationwide with a new exclusive Lemon-Lime flavor at Target. Frosted Lemonade Clear Protein Soda by Clean Simple Eats (CSE) is formulated with 20 g of ultra-filtered whey protein isolate per can. Launching in July, Don’t Quit has created a line of protein sodas in Fruit Punch, Grape, Orange, and Root Beer flavors with more in the pipeline. Each can delivers 20 g of protein.
PROTEIN-ENHANCED CEREAL, SNACKS, AND CANDY
Cereal, snacks, and candy are not normally sought after for their health benefits. However, brands are developing better-for-you products enhanced with protein and consumers are eating them up. Ghost and General Mills have teamed up on the launch of the Ghost Cinnamon Toast Crunch Protein Cereal. The cereal boasts 17 g of protein in every serving. Legion debuted Protein Cereal in Chocolate Crunch, Cinnamon Crunch, and Fruity Crunch varieties with 17 g of “muscle-building protein.” Legion is seeking input from its fans for the next flavor and choices include Almond Crunch, Chocolate Chip Cookie, Frosted Vanilla, Honey Charms with marshmallows, Honey Nut, Maple, Mixed Berry, Peanut Butter, S’mores with marshmallows, and Strawberry. Cheerios entered the market with two protein bars available in Chocolate Peanut Butter and Mixed Berry flavors, each fortified with 7 g of protein per bar. Quest Nutrition has added Salsa Verde Protein Chips to its portfolio, made with onion powder, green bell pepper, and tomato powder, containing 19 g of protein. Khloé Kardashian debuted Khloud Protein Popcorn in three flavors: Olive Oil & Sea Salt, Sweet & Salty Kettle Corn, and White Cheddar. A single serving contains 7 g of protein made with a proprietary “Khloud dust,” a mixture of seasoning and protein powder made from milk protein isolate. The snacks are made with whole-grain corn kernels grown in Nebraska, non-GMO, gluten-free, kosher, and crafted without seed oils. Hormbles Chormbles introduced its first line of high-protein, zero-sugar, chocolate-flavored candy bars, which feature 10 g protein, 0 g sugar, and 100 calories. Protein Candy is offered in Berry Punch, Classic Fruit, Classic Fruit Sour, and Tropical Fruit flavors. Each serving contains 14 g of protein, 4 g of sugar, and 4 g of fiber. Bimbo Bakeries has recently introduced a new product in the market that is neither a snack, cereal, nor candy: Thomas’ High Protein Bagels. Available in Plain and Everything flavors, these bagels are formulated with 20 grams of protein. They contain a plant-based protein blend made from soy protein isolate, pea protein isolate, and fava bean protein.
PROTEIN WITH A SIDE OF CAFFEINE
According to the Centre for Addiction and Mental Health (CAMH), caffeine is the most widely used psychoactive substance in the world. In North America, more than 80% of adults regularly consume caffeine. Coffee and energy drinks are the most popular applications for caffeine. However, the latest format is protein bars. Clif Bar launched a Caffeinated Collection in collaboration with pro athletes Breanna Stewart and Frances Tiafoe. Formulated with organic, non-GMO oats and plant-based protein, there are two flavors: Caramel Chocolate Chip and Vanilla Almond. Each bar contains 65 mg of organic caffeine. Battle Bars and Stella Blue Coffee partnered on the Dark Chocolate Espresso Battle Bar, which features 17 g of protein and 100 mg of caffeine and is free from artificial sweeteners, fillers, and canola oil. Life Pro Nutrition’s brand Gumbar has introduced Life Pro Endurance Gumbar Caffeine, which features 50 mg of caffeine per piece. The functional gummy bar is primarily fruit pulp and comes in three flavors: Apple, Mango, and Raspberry. Javvy has announced its Instant Protein Iced Coffee, which features 10 g of protein and is available in Caramel, French Vanilla, Mocha, and Original flavors at Sprouts Farmers Markets nationwide.
COLLAGEN & PROTEIN GO HAND IN HAND
The global collagen market is projected to reach $18.7 billion by 2030 with a CAGR of 11.3%, according to Grand View Research. Collagen has been trending in food, beverage, and beauty products. Tastewise reported that social conversations about collagen have increased by 7% over the past year. The latest collagen launches feature protein. For example, Urban Remedy introduced two organic high-protein collagen meal replacement shakes formulated with organic bovine grass-fed collagen peptides. The Chocolate Organic Protein Collagen Shake offers 30 g of protein, while Vanilla contains 28 g of protein. Both flavors include 10 g of organic collagen and provide 18 amino acids. The products are naturally sweetened with dates, plant-based stevia extract, and monk fruit extract. Refuel Protein Bar has joined the LTH portfolio of collagen-rich products. Available in Chocolate Brownie, this “replenishing and energizing bar” provides 15 g of protein dairy-free grass-fed collagen and pea protein with no added sugar.
Consumers’ demand for protein is not waning. Watch as brands innovate with protein-packed formulas incorporating caffeine and collagen across food and beverage categories.
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