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The trend of proteinizing food: from donuts to sparkling beverages

Americans are increasingly obsessed with getting enough daily protein, and food and beverage brands are capitalizing on this trend by incorporating more protein into a variety of products. In early 2023, web search interest for the term “high protein” reached a five-year high, indicating a growing interest in protein-rich foods. The #highprotein hashtag on TikTok has over 2,000 videos weekly, with millions of views, showcasing the popularity of this trend.

Classic high-protein foods like cottage cheese have seen a surge in interest, but startups are now looking to innovate and introduce new protein-packed products to cater to this growing demand. Brands like Vuum, a line of sparkling beverages with 10 grams of protein, and startups like Drumroll Glazed Donuts and Alpha Prime Brownies are tapping into the protein wave by offering protein-rich desserts. As the market becomes more saturated with high-protein options, brands are constantly seeking ways to differentiate themselves.

Magic Spoon, a cereal startup launched in 2019, was one of the pioneers in creating high-protein, low-carb versions of traditionally indulgent foods. Venture capitalists have also taken notice of this trend, with brands like Better Bagel, which boasts 250% more protein than regular bagels, attracting significant investment. Even major CPG companies like Mars are jumping on the bandwagon, introducing high-protein versions of their classic products.

Consumers are increasingly looking for alternative protein sources that align with their taste preferences. Vuum, for example, offers a light and easy-to-drink option compared to traditional post-workout shakes. The brand’s focus on fruit-based flavors like white peach and strawberry tangerine sets it apart from the competition. Vuum’s availability in grocery and convenience stores, as well as online platforms like Amazon, reflects its commitment to reaching a wide audience.

Startups are at the forefront of creating innovative protein-filled foods, with the Specialty Food Association noting that changing consumer preferences often start in the specialty food sector before influencing mainstream products. The rise of high-protein diets, fueled by factors like GLP-1 drug usage and a focus on weight loss, has further propelled the demand for protein-rich foods. Brands like Wilde’s protein chips and Smearcase’s FroCo’s frozen cottage-cheese ice cream have successfully capitalized on this trend.

The benefits of protein, such as satiety and weight loss support, are well-known, making it easy for consumers to understand the appeal of protein-rich products. Vuum’s focus on expanding into different categories beyond beverages highlights the potential for growth in this market. As Americans continue to prioritize protein in their diets, food and beverage brands are poised to meet this demand with innovative and delicious options.

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