Additional Coverage:
- From Doritos to Pop-Tarts, Big Food’s $67 billion obsession is protein-packed everything: ‘It’s going to keep coming’ (fortune.com)
Pop-Tarts Get a Protein Boost as Major Food Companies Adapt to Consumer Demands
Get ready to rethink your breakfast pastry. Pop-Tarts, the iconic toaster treat, are joining a growing trend of everyday foods being fortified with protein, signaling a significant shift in the packaged-food industry. This move by Kellanova, the company behind Pop-Tarts, caters to health-conscious consumers, particularly Gen Z, and those looking to maintain muscle mass.
Starting in early November, shelves will see the introduction of “Pop-Tarts Protein” in familiar flavors like brown sugar cinnamon, strawberry, and blueberry. Each serving will pack 10 grams of protein, a notable increase for the classic snack.
While the beloved frosting, sprinkles, and filling will remain unchanged, the dough has been reformulated, potentially offering “a bit of a toasty flavor,” according to K. T.
Mccann, vice president of research and development and innovation for Kellanova North America. These protein-packed versions will retail for approximately $3.99, a slight increase over the regular $3.49 price point.
“A Pop-Tart is a bit of a treat,” Mccann stated, explaining the company’s strategy. “The opportunity for us was to bring a little bit of protein to something they already love.”
This development isn’t an isolated incident but rather a response to a rapidly expanding market. The global market for protein-fortified food products, valued at about $67 billion in 2023, is projected to surge past $100 billion by 2030. This growth is driven by overwhelming consumer demand; a July study by the International Food Information Council found that 70% of Americans are actively trying to consume more protein, a significant jump from 59% just two years prior.
Big Food companies, once focused on more specialized protein brands, are now diving headfirst into this category. Kellanova has already introduced protein-reinforced Eggo Waffles in May 2024, and the potential market for protein Pop-Tarts is substantial, considering nearly 3 billion Pop-Tarts were sold in 2023. Kellanova’s snack division, which includes Pop-Tarts, is its largest revenue generator, accounting for roughly $8 billion of its $13.1 billion net sales in 2023.
Other industry giants are also on board. PepsiCo recently teased protein-packed Doritos, while Starbucks has launched new protein lattes and Kroger introduced protein-rich french toast sticks.
As Mccann noted, “The demand for protein in everyday foods continues to grow, and we have significant expertise in this area. With Pop-Tarts Protein, we tapped into over 60 years of brand recipe expertise and our growing knowledge of protein innovation across our network to create something that delivers on taste.”
The message from industry leaders is clear: the protein trend is here to stay, and consumers can expect to see even more functional ingredients like protein and fiber integrated into their favorite snacks as the future of snacking continues to evolve.