Protein takes centerstage across categories to meet insatiable demand: From frozen dessert to chips

For example, the macro-nutrient is a long-time staple in the snack set in bars and jerkies, but two startups – Peak Protein and MmmJerky – are elevating the quality of protein and overall eating experience of each by offering products with lighter, crispier textures, and richer flavors as well as clean high-quality ingredients that they say deliver superior nutrition compared to competitors.

Two other startups, Freekeh Harvest and Smearcase, bring the macro-nutrient into two categories – chips and frozen desserts, respectively – that are often considered treats rather than nutrition powerhouses.

All four prioritize nutrition, quality and clean labels without sacrificing taste or convenience.

Peak Protein elevates protein bars with premium ingredients, new textures​

Peak Protein bar is disrupting the fast-growing protein bar market, which company President Tom Chinery predicts will double between now and 2030 when he expects it to be an $8 billion market.

“More people are looking for more healthy snacks and looking for to incorporate more protein in to their diet. Unfortunately, most of the bars out there do not really provide you with a lot of good high-quality protein. They use things like gelatin, calcium caseinate, even collagen, which is good for certain things but if you are looking to build muscle or support healthy skeletal tissue, it is a really cheap way for companies to try to up their protein content,” he said.

Peak Protein stands out by using high-quality grass fed whey and skipping ingredients that can irritate the gut, such as sugar alcohols, protein fillers and artificial ingredients, he said.

“Our bars have some naturally occurring fiber from the nut butters. We also use a cassava fiber, which has been show in a lot of different studies” to deliver health benefits and be easier to digest than some other fibers, he added.

Peak Protein also wants to enhance the eating experience of protein bars, many of which Chinery said consumers may dislike the taste and texture, he said.

He described Peak Protein’s bars as “reminiscent of a candy bar” thanks to its “freshly ground, fluffy nut butters, whey crisps that add kind of an airiness to it, and organic milk chocolate for that decadent candy bar kind of taste and texture.”

The company’s approach to the category earned it first place in the wellness bars category for the Specialty Food Association’s Sophie awards at the Summer Fancy Food Show.

MmmJerky stands out with thin, crispy jerky​

MmmJerky also prioritizes high quality ingredients – including USDA Prime Grade brisket – to help create a taste experience unlike other jerkies on the market.

“There are so many different jerkies out there. There is the vegan jerky, the chewy kind, there are so many different textures,” but “not every one jerky is for everybody,” company Founder Lena Tran said.

She added her jerky is for consumers who want high flavor and an easy to eat, crispy texture along with high quality ingredients.

The company uses USDA prime grade brisket, Tran said, noting that only 2-5% of the jerky market uses this level of quality ingredient, which allows her to target a “higher audience.”

Smearcase brings cottage cheese to the frozen aisle​

Like Peak Protein and MmmJerky, newcomer Smearcase is offering protein from high quality, clean label ingredients, but in an unexpected format – ice cream – that the company founder says will bring new consumers to the frozen aisle and expand eating occasions.

“We are the first frozen cottage cheese to market and we have the most protein per pint than any ice cream out there. Our peanut butter has 44 grams of protein” and can help with recovery from strenuous activity while still scratching the itch for a sweet treat, Founder Joe Rotondo told FoodNavigator-USA.

His product targets high performance athletes, like himself, but also will appeal to consumers who love ice cream but want a lower fat, clean label option that they can eat every day without risking their health.

While the product will satisfy cravings for dessert, its healthier nutrition profile and the flavors Smearcase offers, open the door for it to be consumed during other day parts – including breakfast or as pre-workout fuel.

Feekeh Harvest offers a nutritional punch with a chip crunch​

Like dessert, snacks aren’t usually a destination category for healthy nutrition, but startup Freekeh Harvest wants to change the conversation around chips.

The company’s pita chips are made with the heritage grain freekeh, which offers a nutty, smoky flavor, and contributes to the 6 grams of protein and 3 grams of fiber offered with every 10-chip serving.

Founder Leslie Touma explained that the company created the chip after hearing from customers that they want protein, but they do not want to “have to work at it,” preferring it in a snack format instead of at the center of the plate.