Once dominated by powders, shakes, and protein bars, the functional food space is rapidly evolving. Driven by consumer demand for more engaging, flavourful, and convenient ways to fuel performance and support wellness, brands are pushing into new territories.
From cereal and ice cream to meals and unexpected collaborations, let’s take a look at four standout examples that are reshaping what functional food can be.
1. Protein cereal 2.0
Legion’s Protein Cereal is a striking example of just how far the protein cereal category has come.
With 17g of protein, 5.4g of essential amino acids, and 7g of prebiotic fiber per serving, it’s a complete nutritional profile packed into a nostalgic breakfast format. Legion doesn’t shy away from comparisons, openly challenging brands like Magic Spoon, Ghost, and Catalina Crunch on metrics ranging from macros to flavour.
Where Legion really separates itself is in the balance it strikes, hitting high marks for protein, fiber, and flavour in one bowl. At $2.22 per serving, it’s a higher price point than its competitors, but the brand positions this as a trade-off for quality.
The innovation doesn’t stop at formulation either. After launching with three core options – Chocolate Crunch, Cinnamon Crunch, and Fruity Crunch – Legion turned to its community to help choose the next addition, which included the likes of Frosted Vanilla, Honey Nut, Peanut Butter, S’mores, and even Honey Charms with marshmallows.
It’s an interactive and refreshingly personal approach, putting customers at the centre of the brand’s innovation.
2. Frozen isn’t just for indulgence
The frozen desserts category has long been associated with indulgence, but brands like Natty and Sweet Gains are flipping the script with high-protein, low-calorie ice cream that doesn’t compromise on macros.
Natty’s frozen pints clock in at under 400 calories and deliver 35g of protein. Sweet Gains ups the ante with 40g per tub and a slightly higher calorie count. That’s far beyond legacy players like Halo Top when it comes to functional nutrition.
The challenge? Frozen formats still struggle with portability and perception. Ice cream is typically seen as a treat, not a recovery tool. But if early traction is any indication, there’s an appetite for frozen formats that satisfy sweet cravings while still supporting fitness goals. A protein-packed pint may just become the next big post-gym indulgence.
3. Ready meals meet real macros
Meal prep is a major pain point for consumers chasing performance goals, and Gold Standard Nutrition (GSN) has found a sweet spot with its Pots O' Gold range. These microwaveable ready meals offer up to 46g of protein per pot, with internationally inspired flavours like Thai Garlic Chicken, Golden Butter Chicken Curry, and Chipotle Roast Chicken Rice & Beans.
With calorie ranges from 350–600 and protein counts well above most convenience meals, GSN’s product line includes rice, beans, potatoes, and even roast dinners.
While the brand leans heavily on chicken (24 of 28 meals), it’s also making moves in sustainability. Fully recyclable packaging, carbon reduction initiatives, and a strong climate action record set a benchmark in a category that often lags behind in environmental accountability.
4. Legendary Foods doubles down on sweet protein snacks
That’s right, Legendary Foods shaking up the market again, this time with its latest creation: protein donuts.
In true Legendary fashion, these donuts follow the brand’s signature formula: high protein, zero sugar, and genuinely indulgent taste. Each donut delivers 10g of protein, and with two per pack, you’re looking at a satisfying 20g of protein per serving.
With no added sugar, the stats are impressive: just 160 calories, 4-5g of carbs, and 6g of fat per donut. Launch flavours include Pink Sprinkle, Cinnamon Crumble, Chocolate Dipped, and Vanilla Glazed – all clearly designed to appeal to nostalgic but macro-conscious eaters.
Interestingly, Legendary is calling these GLP-1 friendly, suggesting a pivot toward engaging the growing segment of consumers using GLP-1 medications for weight loss. It’s a strategic move and one that could mark the start of a broader trend in tailoring functional foods to support specific medical or pharmacological lifestyles.
Legendary has already made waves with its Popped Protein Chips, and the recent addition of Jalapeno Cheddar flavour shows it hasn’t forgotten about its savory offering. Could jerky or protein-infused savory pastries be next? Time will tell.
Where does functional food go from here?
Functional formats like cereal, ice cream, ready meals, and protein donuts aren’t new, but the rise in product development within these categories shows that functional food is no longer confined to gym bags and supplement shelves. Today’s consumers want performance and pleasure; convenience without compromise.
There’s one thing that stands out in all these launches though: a high protein content is the anchor that makes these products functional. And it’s working – after years of keto, low-carb, and plant-based headlines, protein is having a resurgence, and brands are leaning hard into its versatility and mass appeal.
But while protein may have opened the door, the next wave of functional foods will be shaped by diversification.
Ingredients like prebiotics, nootropics, magnesium, creatine and collagen may be commonplace in the world of nutraceuticals, but it’s only recently that we’re starting to see them hit supermarket shelves.
As more brands begin to target the everyday consumer, and with a wider range of functional ingredients, functional food won’t just become more accessible – it will become more ambitious too. We’re only at the beginning, and we’re absolutely here for it.
Want to stay ahead of the functional food curve? Contact us to find out more about our insights, trends, and analysis on the brands shaping the future of nutrition, before they hit the mainstream.
