FoodStuff by Kevin Ryan
The Friend-Expert: The Influencer Everyone Knows
Here is what’s in today’s edition (here is the last edition, in case you missed it):
Protein in the Cereal Aisle: Will it be enough?
Graza’s Uphill Battle: The Role of the Friend-Expert
How Dairy is Reinventing Itself: The ‘Oat Milk’ Effect
Gut Reaction: My hot takes on new offerings
Tidbits: The latest in food industry news, from the profound to the funny
The High-Protein Cereal Push: More Than Just a Quick Fix
Kodiak has launched Protein-Packed Granola in three varieties (Honey Oat, Cookie Butter and Chocolate). Using a combination of whey protein isolate and pea protein each serving has 16g+ of protein per serving. Available at major retailers, on Amazon, and on Kodiak’s website.
Bob’s Red Mill has launched Overnight Protein Oats in two varieties (Blueberries & Cream and Vanilla Almond). The product is an extension of the brand’s popular Protein Oats line, “made from a hull-less variety that is naturally higher in protein and generates 48% fewer carbon emissions than regular oats.” This allows the new product to contain 10g protein per serving without the addition of protein powders.
Holie’s is launching 6 new no-added sugar options in the UK market. The range consists of three granolas including Low Carb Crunch, Protein Peanut Butter and Protein Crunch and together with three mueslis (Protein, 4 Nuts, and Chocolate). Available at Ocado.
Seven Sundays is launching Little Crispies. The new line replicates classic cereal flavor but with nutrient-rich ingredients like sorghum, a drought-resistant grain that contains antioxidants and has more protein than quinoa. The new cereals have no refined sugars or GMO ingredients. Available flavors: Honey Almond, Cocoa Crunch, and Cinnamon Toast.
So What? Cereal brands are making a run at protein, and for good reason. Consumers are prioritizing protein, eggs are expensive, and breakfast remains one of the few meals where traditional packaged goods still have a foothold. If you can lure shoppers back to the cereal aisle by promising satiety and muscle-building benefits, it’s worth a shot. But will it work?
Protein Helps, But It’s Not Enough
The problem with cereal’s slow decline isn’t just about protein. It’s about changing eating habits. The breakfast landscape has evolved, people are looking for foods that are lower in sugar, cleaner in formulation, and better at managing hunger (especially as GLP-1 weight loss drugs shift the conversation around appetite and portion control). Adding protein to cereal might win back some consumers in the short term, but it’s not enough to build lasting loyalty.
In some ways, this move feels reminiscent of what happened with yogurt in the 2000s. When Chobani burst onto the scene, the Greek yogurt boom wasn’t just about added protein, it was about texture, indulgence, and perceived authenticity. Meanwhile, traditional yogurt brands scrambled to slap a "high protein" label on their existing products, only to find that wasn’t the whole story. The brands that won were the ones that understood the broader shift and leaned into it.
Cereal brands need to take the same approach. High protein is a piece of the puzzle, but it’s not the whole picture.
What Cereal Brands Need to Do Next
Move Beyond Protein to Functionality: If breakfast is evolving into a meal with a job to do, protein alone isn’t enough. Brands should think about other functional benefits that consumers care about: hunger management, gut health (prebiotics, fiber, probiotics), and cleaner ingredient decks that align with the growing demand for transparency. The brands that will succeed are those that help consumers feel full, energized, and good about their choices.
Rethink What Makes Cereal Fun: Cereal has always been playful, bright colors, marshmallows, and crunch appeal to kids and nostalgic adults alike. But today’s consumer is looking for a new kind of excitement. Think multi-textural experiences that go beyond the standard crunch, unexpected ingredient combinations, or interactive elements that bring a fresh spin to the morning routine (e.g., overnight oats). Whether it’s warm-and-crisp hybrids, a layered effect in bites, or novel in-bowl transformations, cereal needs to deliver a new kind of sensory experience to stay relevant.
Customization and Freshness Matter: The old model of “pour and eat” isn’t enough. Consumers want some level of control over their food, even in a convenient format. This could mean customizable mix-ins, portionable packs that let people adjust sweetness or crunch levels, or formats that allow for a fresher eating experience, like refrigerated options or cereals that work well with yogurt or other bases. Giving consumers a hand in how they enjoy their cereal could be key to revitalizing the category.
Create an Elevated, Adult Experience: Cereal has always leaned indulgent: sugary, colorful, and often more dessert than breakfast. But instead of chasing nostalgia alone, brands should look toward an elevated approach that caters to adults who still want fun but with sophistication. Think bolder, deeper flavors (dark chocolate, caramelized nuts, alternative grains), premium ingredients, and packaging that feels more aligned with specialty coffee or high-end snacks than the kids' aisle. Cereal can be a treat, but it doesn’t have to feel childish.
The Bottom Line
High-protein cereals are a smart move, but they’re just a Band-Aid if brands don’t think bigger. The companies that will win in the long run are the ones that reimagine breakfast, rather than just tweaking an old model. If cereal wants to come back, it needs more than protein, it needs purpose.
Graza’s New Oil Faces a Bigger Challenge Than Marketing—Your Opinionated Friend
Brooklyn-based olive oil brand Graza is launching Frizzle, a new line made with olive pomace oil, the paste left over from producing their popular Sizzle and Drizzle EVOO. Unlike extra-virgin olive oil, which is notoriously unsuitable for high-heat cooking, Frizzle is designed to thrive under intense temperatures. It will come in three formats: a spray, a squeeze bottle, and a jug.
So What? Every friend group has one: the go-to guru. The person who knows which oat milk is worth buying, which protein bars aren’t just glorified candy, and which restaurants actually live up to the hype. They’re the self-appointed expert, the foodie, the ingredient purist, the walking Michelin Guide.
They don’t need a degree in food science; their credibility comes from sheer obsession. And in a world where trust in advertising is eroding, these friend-experts have become some of the most powerful voices in shaping consumer habits. If they recommend a product, it sells. If they dismiss it? Good luck.
That’s why Frizzle faces an uphill battle.
Graza and the Pomace Problem
Graza’s move into olive pomace oil isn’t just a new product, it’s an attempt to rewrite the narrative around an oil that has long been dismissed as inferior. Traditionally, pomace oil has been relegated to the sidelines, considered an industrial byproduct rather than a pantry staple.
Graza is positioning Frizzle as an everyday cooking oil, accessible, versatile, and sustainable. But they aren’t just challenging consumer perception. They’re challenging the knowledge base of the friend-expert.
And that’s where things get tricky.
The Friend-Expert Effect
For years, the friend-expert has been conditioned to believe pomace oil is subpar or the source of fraud. Maybe they read about it once in a cookbook. Maybe they absorbed the bias through food media. Whatever the source, their opinion is already set.
And here’s the problem: they’re the gatekeeper.
If they dismiss Frizzle as low-quality, their friends won’t buy it. It doesn’t matter how many Instagram ads Graza runs, real influence happens in group chats, over dinner conversations, and in the grocery aisle when someone asks, “Is this actually good?”
This Isn’t Just a Foodie Thing
The friend-expert exists in every category:
The gym bro who tells you which protein powder is actually worth buying.
The skincare obsessive who warns you about hidden irritants in drugstore moisturizers.
The wine snob who won’t let you pick a bottle based on the label.
Brands love to chase traditional influencers, but the unpaid, everyday expert often has more sway. Unlike influencers, they’re not getting paid to care. Their credibility comes from passion, curiosity, and the thrill of knowing more than the average consumer.
Can Brands Win Over the Friend-Expert?
Yes, but not with gimmicks. The friend-expert can’t be tricked into changing their mind. They need evidence, nuance, and a reason to reconsider. Here’s how brands can shift their thinking:
Go deep, not wide.
A flashy tagline won’t cut it. Brands need to provide rich, credible information: why they blended the oil, how it’s processed, what trade-offs exist. Surface-level marketing won’t persuade someone who prides themselves on knowing the details.Leverage science and history.
Conventional wisdom isn’t static, just look at how eggs went from cholesterol villains to nutritional powerhouses. If a product challenges existing knowledge, it needs historical or scientific backing to validate its legitimacy.Use transparency as a weapon.
Friend-experts thrive on being in the know. Instead of hiding behind vague messaging, brands should invite them into the conversation. Explain the sourcing, the quality, and the reason behind each choice. When a brand is upfront, the friend-expert can become an ally rather than an adversary.Win over the right early adopters.
A single endorsement from a respected chef, food scientist, or journalist can shift perception. If the friend-expert sees a trusted authority embracing a product, they’re more likely to reconsider their stance.
The Real Takeaway
Influence isn’t just happening on TikTok. It’s happening in DMs, at dinner tables, and in casual grocery-store debates. If Graza, or any brand, wants to change consumer perception, they need to start with the friend-experts.
Because once the friend-expert approves? The whole group follows.
And if they don’t? That bottle stays on the shelf.
The ‘Oat Milk Effect’ on Dairy: How Traditional Milk is Rewriting Its Story
UK dairy brand Tom Parker Creamery has launched Bedtime Milk, a milk infused with natural botanicals (chamomile, lavender, Valerian root, and magnolia) to promote relaxation and improve sleep quality. Currently available via Ocado.
The Dairy Farmers of America (DFA) is introducing a real dairy milk that contains only 50 calories per serving and 75% less sugar than fat-free skim milk. Milk50, produced via ultra-filtration, is lactose free and contains 9 g of protein per serving (more than many plant-based milks, the brand points out).
Marcel’s Modern Pantry is launching two sports recovery drinks made from dairy milk. Kinera, the company says, is “"milk reimagined for modern lifestyles." The product has a 2:1 carbohydrate-to-protein ratio with 16g of protein in an eight-ounce shelf-stable carton. Available in Strawberry and Chocolate.
So What? For years, traditional dairy has been on the defensive. Oat, almond, and soy milk weren’t just winning because they were lactose-free, they had a story. A promise. Better digestion, environmental responsibility, a lifestyle that felt modern and intentional. These weren’t just beverages; they were statements. Meanwhile, dairy remained a staple, but it lacked a compelling narrative to fit into evolving consumer priorities.
That’s changing. Traditional dairy isn’t just reacting to plant-based competitors, it’s redefining itself. No longer just a fridge essential, it’s being positioned as a functional beverage, a wellness tool, a performance booster. Instead of relying on nostalgia or habit, brands are carving out new roles for dairy, elevating it beyond “just milk.”
Milk is being repositioned as an all-day beverage, not just an ingredient. It’s being fortified for better sleep, formulated to support gut health, or designed as a post-workout recovery tool. Some versions are ultra-filtered for added protein and reduced sugar. Others lean into nostalgia but with a modern twist, whether that means creamier textures, indulgent flavors, or packaging that looks more like a premium cold brew than a gallon jug in the fridge.
The shift isn’t just functional, it’s aesthetic. Sleek, modern branding is replacing generic cartons. The old-school “Got Milk?” simplicity has given way to milk positioned for performance, energy, relaxation, or specific life stages. In some cases, dairy is even borrowing plant-based strategies, offering blends that combine milk with oats, almonds, or protein isolates to create hybrid products that appeal to both traditional and alternative milk drinkers.
This transformation isn’t just about keeping up with trends; it’s about breaking free from the rigid mold that dairy has been stuck in for decades. What if milk wasn’t just milk? What if it was something more adaptable, more purposeful, something consumers actively sought out rather than defaulted to?
Dairy isn’t fading, it’s evolving. The real question isn’t whether it can survive alongside plant-based alternatives, but whether it can become an alternative in its own right.
GUT REACTION
TIDBITS
Food Industry
Steak n ’Shake says they are transitioning to frying French Fries in beef tallow in accordance with RFK Jr’s desire to move away from seed oils
Netflix is moving into the physical experiences business with a series of restaurants (Netflix Bites) and entertainment venues (Netflix House)
Rarebird Inc., Founders of the First-Ever Jitterless Coffee, Announces Latest Round of Strategic Capital Infusion
How coffee creamer became a $5 billion category
DoorDash took $80 billion in orders and subscriptions in 2024, but still operated at a loss
Bowling company Lucky Strike tells WSJ they make more off their upscale food menus than they do alcohol
Taking the K out of KFC, the company moves HQ to Texas
Energy drink stock Celsius pops more than 25% on Alani Nu acquisition
Turkey Is Supplying 33 Million Lbs. of Eggs to the U.S. amid Shortage Due
As egg prices climb, more people are looking to buy or rent chickens
The UK government is looking into allowing whisky distilled in England to be called “single malt,” the Scottish are not happy
Cheesecake Factory beats expectations with spike in revenue
Domino’s stock slips as same store sales sag
Denny’s joins surcharge trend as egg prices continue to rise
List of drinks Starbucks is removing from its menu
Tropicana is in big financial trouble
Bud Light owner AB InBev has seen its volumes drop for 7 quarters in a row
Goya Foods CEO, Bob Unanue, Announces Departure From Family Business
Lab-grown milk company Unreal Milk to launch in the US
Ben & Jerry’s Founders Discuss Buying Back Ice Cream Brand
Interesting
Is GABA is the next big supplement
America’s only academic center for coffee research
It’s better to be a weed company landlord than an actual weed company
Tomatoes Don't Kill Humans, And We Just Figured Out Why
The Dutch obsession with butter + sugar sandwiches
How much TV are people watching? What shows? Hard to tell
BioTech firm Tropic creates non-browning banana and a banana with 10+ days shelf life
Food columnist retires and gives their unfiltered thoughts on the good, the bad and the ugly in food culture
The U.S. Economy Depends More Than Ever on Rich People
Italian scientists publish a novel way of cooking eggs to allow the white and yolk to achieve ideal separate temperatures
Why Is My Drink So Damn Weird? The Rise of Strange Cocktails
Arkansas Governor Signs Bill To Use Marijuana Tax Revenue To Fund Free School Meals
Fun and Odd
The ‘Man Fork’
Cattle gallstones are worth a fortune and ranchers are looking to cash in
Meet Bernd das Brot, a depressed German loaf of bread that’s spent 25 years as a TV cult classic
The U.S. Fish and Wildlife Service Wants You to Eat These Giant, Invasive Rodents