There’s no denying that protein has firmly moved beyond buzzword status to become one of the industry’s most powerful functional drivers. The act of adding protein to something has even earned its own term: proteinification.
At this point, if you can eat it, there’s no doubt that somewhere, someone is working out how to add protein to it. But when everyone is jumping on the protein bandwagon, the real challenge lies in differentiation.
But how can brands stand out in a sea of protein-infused SKUs and what exactly delivers an identifiable protein edge?
Protein as brand repositioning: when function reshapes identity
One route is strategic recalibration, and the distinction here is clear. This isn’t about reformulation, it’s about reframing.
Take Pop Tarts for example, the OG filled toaster pastry icon that’s been around since the 1960s. While it’s seen countless flavour iterations in its lifetime, only now has it received a protein-led functional makeover. But what makes it interesting is that it’s not had a complete nutritional overhaul.
Each pastry delivers 10g of protein, roughly double that of a standard Pop-Tart, yet indulgence remains firmly the focus with 31g of sugar and 380-400 calories per pastry. Protein may well be the new hero identifier, but the product’s indulgent building blocks remain the same.
This is what we’d classify as strategic recalibration. Fundamentally the product hasn’t changed, but what it signals has. A heritage brand bending toward protein to stay culturally relevant speaks volumes, not just about the value of protein, but about its transferred impact on mainstream confectionery and snacking culture.
For years, Legendary Foods has been the gold standard in protein pastries, operating largely uncontested. So why the move from Pop-Tarts now? The answer is simple: the protein trend isn’t done yet and brands continue to use it as a gateway to explore new functional territories.
Protein-first innovation and macronutrient disruption
While subtlety works for some brands, others are opting for a complete macronutrient shake up, using protein as the hero disruptor.
Let’s look at Legendary Foods’ protein Mac & Cheese. True to form, Legendary goes all in: each 80g pot delivers a striking 47g of protein and just 7g of net carbs, completely flipping traditional comfort food macros on their head. Where carbs once dominated, protein now leads, proving that indulgence and function can coexist.
The reimagination of comfort foods doesn’t stop there: Primal Sweets has created protein marshmallows that deliver 25g of protein per 80g pouch. While the carbs remain relatively high (31g), sugar is kept to just 3g, creating a compelling calorie-to-protein ratio (220 calories). It’s a deliberate macronutrient switch-up designed to offer indulgence with a functional, better-for-you edge.
Where protein innovation is heading next
The next evolution of protein lies in its ability to infiltrate every cornerstone of the industry, moving beyond standalone products and towards ones that are part of everyday rituals and behaviours.
The end of 2025 saw Starbucks (US) launch Protein Cold Foam, designed to subtly upgrade the protein content of its coffee menu, while Dunkin’ (US) has taken it a step further using ultra-filtered protein milk across a number of drinks on its menu.
Closer to home, the same logic is emerging as a collaboration between Knoops and Bulk means milkshakes are being supercharged with premium protein.
Altogether this points to a critical question: is the real route to success being able to tap into ritualistic behaviours and enhance the functionally of them rather than ask consumers to adopt something new?
Protein’s role in shaping modern functional food
Ultimately, protein has become the narrator of modern functionality.
Fibre, hydration, vitamins and minerals all have a role to play but none carry the same cultural and commercial weight as protein. If the functional landscape is set to truly evolve, protein must remain in the driving seat because at this point, if protein can be added, it likely will be.
But at the end of the day, true success will be determined by the execution of the innovation.
It will either be a case of going bold and creating something genuinely unexpected or embedding protein so seamlessly into everyday moments that it becomes second nature.
.jpg)
.jpg)
-min.jpg)
.jpg)
