From Doritos to Pop-Tarts, Big Food’s $67 Billion Obsession Is All Protein-Filled Everything: ‘It’ll Keep Coming’

With the fortified protein market expected to reach more than $100 billion by 2030, according to Grand View ResearchBig Food dives into a category previously defined by more niche brands. The global market for protein-fortified food products will be worth about $67 billion in 2023. The latest entrant is Pop-Tarts, the ready-to-toaster, icing-covered pastries produced by… Kelanova Since 1964.

The company is launching protein Pop-Tarts starting in early November. Bloomberg Reported with the aim of meeting the needs of consumers who want to consume more protein without giving up their favorite snacks. But the company won’t stop there, said KT McCann, vice president of research, development and innovation for Kelanova North America. Bloomberg.

“There’s probably going to be more protein, and not just from us, but across the board,” she said. “It will keep coming.”

The new Pop-Tarts will contain 10 grams of protein per serving in different flavors like brown sugar, cinnamon, and strawberry and raspberry. The filling, as well as the sprinkles and decorations, will remain the same. The difference is in the dough, which may have a “slightly warmer flavour,” McCann said. Bloomberg. Protein Pop-Tarts will cost a little more than their counterpart at $3.99, compared to $3.49 for the regular version.

“The Pop-Tart is kind of fun,” McCann said. “The opportunity for us was to bring a little protein to something they already love.”

The company already offers protein-enhanced Eggo Waffles, which it launched in May 2024. The potential market for the new protein Pop-Tarts could be large. Kelanova sold just under 3 billion Pop-Tarts in 2023, Bloomberg I mentioned. Kelanova’s snacks category, which includes Pop-Tarts, is its largest cash generator — accounting for about $8 billion of its total net sales of $13.1 billion for 2023.

Kelanova’s foray into protein-enhanced snacks comes as the category has expanded in recent years as consumer preferences change. Food giant PepsiCo She also teased protein-packed Doritos earlier this month. Drops include other modern protein products New latte from Starbucks And protein-rich French toast Kroger.

While McCann noted that small businesses can be “nimble and nimble,” Kelanova said they are moving quickly to adapt. Maybe it’s moving in time: the non-profit International Food Information Council Found In July, 70% of Americans said they are trying to consume more protein, compared to 59% in 2022.

“The demand for protein in everyday foods continues to grow and we have significant experience in this area. With Pop-Tarts Protein, we have leveraged more than 60 years of brand recipe experience and our growing knowledge of protein innovation across our network to create something that delivers on taste,” McCann said in a statement. luck. “The future of snacking is exciting and evolving, and as snacks emerge at more moments throughout the day, we see huge potential to bring functional ingredients like protein and fiber into new formats that people already love.”