"Americans have developed a near-insatiable craving for protein. That's led large food manufacturers like PepsiCo to come up with new formulas that prominently feature the popular macronutrient. On Thursday, PepsiCo became the latest to make a more aggressive protein pitch to consumers. The soda and snacking giant unveiled a Starbucks coffee protein drink, a reformulated line of Muscle Milk protein shakes, and new Propel flavored waters that combines whey protein, fiber, and electrolytes to better align the beverage giant's portfolio with the trend."
"Citing data from the food industry-funded International Food Information Council (IFIC), PepsiCo says 71% of Americans have tried to boost their protein intake in 2024. That's an increase from 67% in 2023 and 59% in 2022. Over the past few years, food manufacturers have responded by packing aisles with more protein-enriched foods and beverages, including new protein Cheerios and Wheaties cereals from General Mills and the expansion of a protein pasta line sold by The Barilla Group."
PepsiCo unveiled a Starbucks coffee protein drink, a reformulated Muscle Milk protein shake line, and Propel flavored waters combining whey protein, fiber, and electrolytes. The company aims to align its beverage portfolio with rising consumer demand for protein. Data from the International Food Information Council shows 71% of Americans tried to boost protein intake in 2024, up from 67% in 2023 and 59% in 2022. Food manufacturers have increased protein-enriched offerings, including new protein Cheerios and Wheaties, protein pasta expansions, and protein popcorn startups. Protein supports muscle maintenance via amino acids, increases satiety for weight management, and benefits immunity, especially for aging populations.
Read at Fast Company
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