Brands are continuing to roll out high-protein products and are seeing financial success from doing so, reported CNBC.
“In fiscal 2024, General Mills generated more than $100 million in retail sales from its protein cereal lines, including Nature Valley Protein, Cheerios Protein and Ghost Protein. PepsiCo has protein product launches planned for its fiscal fourth quarter of 2025 and fiscal first quarter of 2026, according to its recent earnings call,” wrote the outlet.
A 2025 Bain & Company survey found that 44% of U.S. respondents said they want to increase their protein intake, up from 34% in the same period in 2024.
“Companies are going to try to differentiate themselves by creating a message that appeals to the customer and says, you know we have been offering this wonderful product for you. And what you didn’t know is we’ve already been full of protein,” said Stephen Zagor, adjunct assistant professor of business, specializing in food business, at Columbia University.
CNBC said that Kraft Heinz, for example, has fine-tuned the messaging around its existing product lines.
“Now we’re going to be highlighting the amount of protein that families can get from real food rather than from powders,” said Kraft Heinz CEO Carlos Abrams-Rivera.
The Oscar Mayer parent company said it is rolling out new packaging for its cold cuts business. Its Lunchables brand now emphasizes that its products each have 12 grams of protein.
The report also highlighted that there has been an increase in more “nontraditional” protein-heavy products, like ice cream. Protein Pints was founded in 2023 and the company said it recorded less than $100,000 in revenue in 2024 but is on track for more than $20 million in 2025.
“Developments in medical weight loss drugs are also helping to fuel the trend. Consumer research from food trend firm Mattson shows that people on anti-obesity medications are seeking out products that will help increase their protein intake,” said CNBC.
Learn more about how the rise of GLP-1 medications are reshaping consumer behavior during the 2025 NACS Show education session “GLP-1s and the New Snack Equation,” this October in Chicago.