Source: Fortune
Summary
Kellanova, the company behind Pop-Tarts, is launching a protein-enhanced version of the popular pastry, Pop-Tarts Protein, with 10 grams of protein per serving. The move is part of a larger trend in the food industry, where big companies are adding protein to everyday foods to cater to health-conscious consumers. The protein-fortified food market is expected to reach over $100 billion by 2030, with companies like PepsiCo and Kroger also releasing protein-packed products.
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The numbers tell one story.
Kellanova is not just stopping at Pop-Tarts Protein, with the company’s vice president of research and development, K.T. Mccann, hinting at more protein-enhanced products to come. The company has already launched protein-enhanced Eggo waffles and has a significant moneymaking snack category. With 70% of Americans trying to consume more protein, according to the International Food Information Council, Kellanova is moving quickly to adapt to changing consumer preferences.
The protein trend is not limited to Kellanova, with PepsiCo and Kroger also releasing protein-packed products. The demand for protein in everyday foods is growing, and big companies are taking notice.
As one executive noted, “The future of snacking is exciting and evolving, and as snacks show up in more moments throughout the day, we see huge potential to bring functional ingredients like protein and fiber into new formats people already love.”
The protein-enhanced trend is a sign that big food companies are finally catching up with changing consumer preferences.
Author: Evan Null
