The Protein Snack Trend

Celebrities are embracing the trend of protein-based products. Khloe Kardashian recently launched “Khloud Protein Popcorn,” a snack she describes as “the perfect blend of indulgence and protein boost to energize your day.” Meanwhile, Zac Efron promoted a high-protein porridge back in January. These initiatives reflect a broader movement: according to the agency Mintel, 8.3% of new food products launched in the first quarter of 2025 claimed a high protein content, compared to 6.1% in 2024 and 4.6% in 2023.

This trend goes beyond traditionally protein-rich foods. Products like mousses, desserts, granolas, pancakes, and even some pizzas now proudly display “high in protein” claims. Kiti Soininen, research director at Mintel, notes that “protein claims are being added to foods naturally rich in protein, like chicken breast and legumes, but also to products where you wouldn’t expect it.”

Expert Opinions

Ethan Smith, a personal trainer based in Liverpool, acknowledges the importance of high-protein diets for muscle building. However, he advocates for a whole-food-based approach: “I firmly believe there’s nothing better than whole foods. You can get the protein you need from vegetables and lean meats.”

He believes the convenience of protein snacks, combined with consumers’ positive perception of protein, has led manufacturers to use protein as a marketing tool.

Regulation and Composition

To claim to be a source of protein, a product must provide at least 12% of its energy from protein. To be labeled “high in protein,” this figure must reach 20%. To meet these thresholds, manufacturers may add protein-rich ingredients like nuts and legumes or increase product density by removing water.

While protein-enriched foods can offer a convenient way to increase protein intake, it’s essential to remain cautious. Experts recommend prioritizing a balanced diet based on whole foods. Before giving in to marketing hype, it’s wise to read labels carefully and question the actual added value of these products.

To learn more, read the full BBC article.