Randy Burt, Americas Leader of Consumer Products at AlixPartners, discusses the trend of adding protein to foods as packaged-food companies are betting that protein can lure back shoppers who have moved away from highly processed products

The brand-known breakfast company is rolling out a new line called Pop‑Tarts Protein, featuring three flavours and delivering 10 grams of protein per serving. This move follows a broader trend in the snack industry of adding functional attributes—like protein—to indulgent foods, as major players respond to consumer demand.

According to Randy Burt, Americas Leader of Consumer Products at AlixPartners, “Most consumers in the US believe they need to increase their intake of protein,” adding that the market is far from its peak. As such, the launch isn’t just about a new flavour—it’s about repositioning the product in the snacking landscape by combining indulgence with perceived nutritional benefit.

Read the full article on bloomberg.com