FoodStuff by Kevin Ryan

Looking ahead to 2025

Jan 19, 2025

Here are the contents of this edition:

Protein Steps Up: The trend moves into its next phase
Health or Justification: What do your consumers really want?
Strange Partnerships: Why are things getting so weird?
New Product Speed Round: Quick thoughts on some new launches
Gut Reaction: My hot takes on new offerings
Tidbits: The latest in food industry news, from the profound to the funny

Protein Steps Up

High-protein cereal maker Magic Spoon has launched Protein Granola, offering 13–14g of protein and 7–8g of fiber per serving with 2g of sugar. Available in Honey Almond, Peanut Butter, Dark Chocolate Almond, and Mixed Berry flavors. Sold at Magic Spoon, Amazon, Walmart, and Target.

Cameron Smith, co-founder of Kodiak, has launched Kindling Snacks, a protein-infused pretzel brand. Supported by former Kodiak colleagues (including Kodiak’s former VP of Marketing Brandon Porras), the brand aims to offer a nutritious twist on traditional pretzels with 8g protein per serving. Kindling Snacks are available in various flavors: Sea Salt, Honey Mustard, Dill Pickle, and Garlic Parmesan.

Regional coffee chain Scooter's Coffee has launched Protein Cold Foam, a vanilla-flavored topping with 13g of protein, available for iced or blended drinks.

Miils, a meal replacement company, has launched a nutritionally complete line of shakes with 19g of protein, 19 vitamins and minerals, and 3g of sugar per serving. Flavors include Meteorite Chocolate Crunch and Stardust Strawberry Banana. Preparation: add water or milk, shake, and drink.

Myprotein, a UK-based sports nutrition brand, has partnered with bubble tea company CUPP to launch a high-protein bubble tea range (22-20g per serving). Flavors include Hokkaido Protein Milk Tea, Vegan Caramel Protein Milk Tea, and Raspberry Lemonade Protein Iced Tea. Available at CUPP locations.

Canadian-brand KEEN has launched a line of DIY protein bite mixes. KEEN Energy Bite Mixes allow consumers to customize their mixes by adding mix-ins like nut butters, nuts, or seeds. Each mix makes 20 energy bites, each with 12g protein. Flavors include Oat Chocolate Chip, Coconut Cocoa, and Apple Cinnamon. Available in Canadian grocery stores and online.

So What? I’m old enough to remember when microwaves first started showing up in home kitchens. I also remember the onslaught of microwave products that quickly hit the market—everything from microwave French fries to milkshakes—and how terrible they were. I’ve always believed that the horrible quality of these early products is why microwaves today are just food reheaters and glorified popcorn makers. Consumers became jaded by these initial offerings.

In an alternate timeline, high-protein products could have followed microwave foods’ path. When Atkins and Paleo first became a trend, every major food company tried to market a high-protein product. Some were edible, most were not. This pushed high-protein foods into categories where the chalky, dry taste of protein concentrates could be best masked (e.g., powders, bars and beverages) and into consumer segments where these quality problems were tolerated (i.e., extreme fitness buffs).

However, unlike microwaves, the general consumer pull for the protein trend has been so strong and long-lasting that technology has had a chance to catch up with demand. What we are seeing today is high-protein foods coming to market that have had years of development, iteration, and improvement—in other words, high-protein foods that don’t suck!

Notable, we are seeing brands creating high-protein versions of foods that have very specific texture requirements (e.g., granola and pretzels), marketed to mainstream consumers (not just fitness folks). Additionally, we're witnessing the emergence of protein-enhanced products in unexpected categories, like cold foam toppings for coffee and bubble tea. These innovations suggest that protein fortification technology has reached a level of sophistication where it can be incorporated without compromising the core experience of familiar foods.

This technological maturity, combined with sustained consumer interest in protein's health benefits, points to a fascinating future for the category. Unlike the microwave food trend, which peaked and declined, protein enhancement appears to be entering a new phase of innovation and mainstream adoption.

Protein Predictions for 2025:

· Integration into Fresh Foods: Expect to see protein enhancement moving beyond packaged goods into fresh and prepared foods, particularly in the ready-to-eat meal section of grocery stores.

· Texture Innovation: New protein technologies will enable products that were previously impossible to fortify, like crispy snacks, delicate baked goods and mixed texture foods, without compromise.

· Premium Positioning: High-protein products will increasingly target the premium segment, moving away from their traditional "functional food" positioning.

· Restaurant Integration: More restaurant chains will incorporate protein-enhanced ingredients into their regular menu items, not just in specialty health offerings.

· Cross-Category Innovation: Expect unlikely partnerships between protein brands and traditional food companies, leading to unexpected product launches.

· Protein+: Looking for a way to standout, more companies will pair high protein with other benefits, especially gut health (and of course, weight management and weight loss drugs).

· Child-Focused Products: The market will see more protein-enhanced products specifically formulated and marketed for children, beyond just breakfast cereals.

It’s Not About Health, It’s About Justification

Cleveland Kitchen, known for its fermented foods, has launched Kimchi Ranch and Dill Pickle Buffalo Everything Sauces. The brand claims these probiotic-rich sauces promote gut health, offering a flavorful and healthier alternative to traditional condiments. Available now at Whole Foods Market nationwide.

Jeni Britton, founder of Jeni's Splendid Ice Creams, has launched a new fiber-focused brand aimed at promoting gut health. Floura & Co. offers a range of bars that use upcycled fiber from items like watermelon rinds and apple cores to increase dietary fiber intake. The brand, in keeping with Britton’s previous work, emphasizes unique flavor combinations like Brambleberry Lavender, Vanilla Rooibos and Mango Cardamom. Each bar contains 13 grams of fiber from 12 whole plants.

Proper Good, a ready-to-eat meal company, has secured new funding to fuel 2025 growth and expansion. The company says the investment will support the company's expansion in the meal solutions market. Proper Good offers a range of convenient, low-cost (~$5), shelf-stable meals, including soups, oats and pastas.

Beyond has launched a new line of Seasoned Burgers, starting with two varieties: Jalapeno Cheddar and Sweet Onion. The company is positioning the new line both as a clean ingredient and convenience: “delicious ingredients you can taste… with toppings inside the burger so you can simply toss on the grill for meals or BBQs.”

Premier Protein has launched a new line of Indulgence products. The new line of “richer, creamier protein shakes made for satisfying late-night and afternoon cravings.” Each of the shakes has 30g of protein, 3g of sugar and 170 calories. The line extends from Tetrapak containers, to bottles, and protein powders. Flavors include White Chocolate Raspberry, Salted Caramel Truffle, Decadent Dark Chocolate, and Chocolate-Covered Strawberry.

Halo Top has introduced 8 new flavors of their high-protein ice cream with a new line called Mix-Ins. As the name suggests, the new products contain mix-ins like brownie and cookie dough pieces, chunks of cherries and ribbons of caramel and whipped cream. Each pint is 490 calories.

Dave’s Killer Bread, a Flowers Food brand, has launched a line of organic snack bites. The line of six bites comes in sweet and savory flavors and are made of organic chia seeds, pumpkin seeds and crisp brown rice. Flavors include Epic Everything, Bold Buffalo, PB & Chocolate and Cinna Roll.

So What? Here’s a controversial opinion: one of the biggest barriers health & wellness (H&W) brands encounter when scaling is getting out of their own heads.

Most H&W brands that I’ve worked with are staffed with folks that are ‘tip of the spear’ in terms of their beliefs and actions. Go into their offices for a morning meeting and half the staff are just coming from a yoga class and the rest are trying to finish their goat milk yogurt and raw hemp seed parfait. They are the real deal; they really want to make extremely healthy foods more convenient because they believe in the cause.

While this makes the brand team ideal for spotting health trends early and claiming a foothold with like-minded niche consumers, it can also be a detriment for mainstream growth. Many on the team, in my experience, have a difficult time empathizing with the health motivations of the mainstream consumer (or worse yet, might even believe they know better).

For many mainstream consumers, health and wellness isn’t as center to their lives. For them, health claims are only justification for eating the foods they want. They aren’t willing to sacrifice taste or texture, no matter how many benefit statements you list on the front of pack. They aren’t driven by a sense of virtuous self-improvement dictated by daily grams of prebiotic fiber they consume. They just want the brownie without the guilt. Or they want to end their day with Doritos, a glass of wine and not feel judged.

To grow beyond their niche, H&W brands must understand this mindset difference. They aren’t going to convince mainstream consumers to take on their philosophy. Instead, they must learn to lead with taste, even indulgence, and move nutritional benefits into a ‘support’ position. For some brands, this will stress the very foundation of who they are—stay true to their niche or go big.

Why Are Partnerships Getting So Strange?

Netflix and Betty Crocker have partnered to launch a new line of Bridgerton-themed afternoon tea baking kits. The line includes a Crème Puff Kit, Petite Sponge Cake Kit, and a Petite Strawberry Scone Kit. Available exclusively at Walmart.

Truffle-infused condiment brand TRUFF has partnered with dishwasher detergent brand Finish to create a TRUFF Hot Honey Bacon Cheddar Dip recipe. The partnership, and resulting recipe, is meant to enhance hosting experiences, with Finish Ultimate ensuring “easy post-game cleanup.”

Kodiak and their new Chief Brand Officer Zac Efron have announced the launch of their new Apple Brown Sugar Pecan Oatmeal. The oatmeal contains 14 grams of protein as well as chia seeds, pumpkin seeds and cranberry seeds.

Chipotle and fitness-app Strava have expanded their partnership globally, launching "The City Challenge" in 25 cities across North America and Europe. Participants can compete for free Lifestyle Bowls for a year by completing designated Strava segments. The city with the highest participation will earn a buy-one-get-one-free entrée offer.

So What? Unusual brand collaborations and partnerships with media and adjacent categories is nothing new for CPG. In fact, the reason we call ‘soap operas’ soap operas is because of the partnership P&G had with CBS to sponsor radio (and later TV) dramas in the 1930s.

However, what we are seeing today is, in my opinion, different than what we’ve seen in the past. Most notably, we are seeing collaborations that are faster, more fluid, and designed to be more unusual. What’s driving this and what should we expect to see in 2025 and beyond?

What’s Driving This?

· New forms of attention scarcity: Traditional advertising channels are becoming less effective as consumers spread their attention across streaming platforms, social media, and other digital spaces. These unexpected collaborations create buzz and cut through the noise precisely because they're surprising or seemingly random. A mayo-dishwashing liquid collab gets people talking in a way that traditional advertising might not.

· Cultural fragmentation benefits: As mainstream culture becomes more fragmented, brands are finding it harder to reach broad audiences. By partnering across categories, they can tap into multiple niche communities and cultural moments simultaneously. Netflix partnerships, in particular, allow brands to connect with highly engaged fan bases around specific shows (who may not have been in a baking mix’s ecosystem).

· Economic pressures driving innovation: Rising marketing costs and economic uncertainty are pushing brands to find more efficient ways to reach consumers. Cross-category partnerships allow brands to share marketing costs while accessing each other's customer bases. This is especially valuable as first-party data becomes more important in the post-cookie digital landscape.

· Evolution of consumer expectations: Modern consumers, particularly younger ones, are more accepting of brand fluidity and category-blurring. They're less likely to question why a fast-food company selling 1200 calorie burritos is partnering with a fitness app. This allows brands be experiment and be offbeat in their partnerships and campaigns.

2025 Predictions:

· Growth in retail-specific drops: We'll see more collaborations designed for specific retail environments (e.g., Walmart or Costco exclusives) – this creates moments that drive traffic and attention to particular channels, rather than broad market launches.

· New CPG Metrics for Success: You’ll see more traditional CPG move beyond traditional ROI metrics to better measure earned media value, social conversation quality (not just volume), “story pick-up" (how well did the unexpected connection resonate) and cross-category halo effects. CPG is been slow to modernize in this realm, but they are catching up fast.

· Rise of ‘Connection Catalysts:’ Rather than traditional brand partnership teams, I think we’ll see new roles/agencies specifically focused on orchestrating these types of unexpected but thoughtful collaborations - people who understand how to find and execute these sweet-spot partnerships.

· AI Identified Partnerships: Because AI is everywhere now, I think we’ll see an increased use of AI and data analytics to identify unexpected but potentially successful brand pairings and partnerships. AI can help brands/platforms connect that have synergistic social media tones, engagement patterns, retail presence overlaps and consumer behavior patterns but are different enough that their partnership would lead to growth for both sides.

New Product Speed Round