Slideshow: Protein continues to power product development

KANSAS CITY — Protein continues to be highly sought after among US consumers, ranking first among the most sought-after nutrients in American consumers’ diets, according to data from the International Food Information Council (IFIC).

The group found that over a third of consumers were increasing their protein intake during 2025, and “good source of protein claims” became the primary method for consumers to define what constitutes a healthy food.

“For many years of the Food & Health Survey, we have asked consumers to tell us what food attributes they try to consume or avoid,” said Monica Amburn, senior director of food and nutrition at IFIC, in a webinar. “We added protein to the list of options in 2021 and since then, for the fifth straight year in a row, protein is the top nutrient that most Americans say they are trying to consume … this is definitely significant, and people are highly aware of protein.”

As a result of the increased consumer focus on protein, manufacturers are packing in protein across a variety of novel formats.

The Campbell’s Co., for example, is bringing protein innovation to the soup aisle with Campbell’s Protein Soups. Formulated with ingredients like chicken, bone broth, quinoa, beans and lentils, the soups contain 20 grams of protein per can.

“New Campbell’s protein soups deliver the nutrition consumers are looking for from a brand they trust,” said Benjamin Crook, senior vice president, soup and broth at The Campbell’s Co. “With the goodness of bone broth and other delicious ingredients, we’ve created a satisfying soup that provides 20 grams of protein and a good source of fiber in every can.”

Chobani added to its high protein portfolio of Greek yogurt and yogurt beverages with Chobani 20-gram Protein Flip Greek Yogurt. The single-serve snack features a combination of Greek yogurt, nut mix-ins and freeze-dried fruits. Each serving contains 20 grams of protein, three types of probiotics and vitamin B12, according to the company.

“People want snacks that are delicious enough to look forward to and satiating enough to actually keep them going,” said Niel Sandfort, chief innovation officer at Chobani. “We saw an opportunity to take everything people love about Chobani Flip experience and evolve it for those seeking more protein from natural sources — pairing high-quality protein with natural mix-ins to create a uniquely satisfying experience.”

BellRing Brands, Inc. branched out of the protein shake category and into the soda category with a line of protein sodas launched under its Premier Protein brand. The beverages are formulated with 15 grams of protein derived from whey protein isolate and sweetened with cane sugar and stevia extract.

“Protein drinks have traditionally been associated with thick, creamy shakes, and while our core business delivers on that important category, we saw an opportunity to be one of the first major brands that creates something entirely different,” said Chelsie Niehoff, associate director of innovation. “With so many protein products on the market, our new sparkling protein soda offers a light, vibrant and genuinely enjoyable to sip option, opening up an entirely new way for people to enjoy protein throughout their day, beyond traditional morning and post-workout routines.”