"Health-conscious Gen Z consumers and Ozempic users looking to maintain muscle mass are pushing the packaged-food industry to pack every food with protein, and the trend is just getting started. With the fortified protein market set to hit more than $100 billion by 2030, according to Grand View Research, Big Food is diving into a category previously defined by more specialized brands. The global market size for protein-fortified food products was about $67 billion in 2023. Its latest entrant: Pop-Tarts, the toaster-ready icing-covered pastries produced by Kellanova since 1964."
"The company is releasing Pop-Tarts protein starting in early November, Bloomberg reported, with the goal of catering to consumers that want to consume more protein without giving up their favorite snacks. But the company is not stopping there, K. T. Mccann, vice president of research and development and innovation for Kellanova North America, told . "There's probably more to come around protein and not just from us, but across the board," she said. "It's going to keep coming.""
"The new Pop-Tarts will have 10 grams of protein per serving in different flavors such as brown sugar cinnamon, strawberry, and blueberry. The filling, as well as the sprinkles and the frosting, will remain the same. The difference lies with the dough, which may have, "a bit of a toasty flavor," Mccann told Bloomberg. The protein Pop-Tarts will cost slightly more than their counterparts at $3.99, compared to $3.49 for the regular version."
Health-conscious Gen Z consumers and Ozempic users seeking to preserve muscle mass are increasing demand for protein-fortified packaged foods. The fortified protein market is projected to top $100 billion by 2030, with a 2023 market size near $67 billion. Kellanova is launching Pop-Tarts Protein with 10 grams of protein per serving in flavors such as brown sugar cinnamon, strawberry, and blueberry while keeping fillings, sprinkles, and frosting unchanged and modifying the dough. The protein Pop-Tarts will retail at $3.99 versus $3.49 for the regular version. Big Food is expanding protein across categories, including Eggo Waffles.
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