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Protein-packed items may need specific messaging
date:May 10, 2016
Merely promoting protein on the front of a package no longer may lead to successful food or beverage launches. As the protein-based product category matures, companies may think about highlighting specific traits such as plant-based sources or muscle mass maintenance.

Data from the Mintel Global New Products Database show U.S. protein product launches jumped to 418 in 2013 from 255 in 2012. However, the number of launches dropped to 377 in 2014 and 265 in 2015.

Protein product launches have so

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