8 Surprising Protein Product Launches

By Steve Holtz

“Protein is everywhere!”

Mike Gilroy of Mars Snacking might have been talking about the NACS Show Expo floor. But he was offering a pithy analysis of a key trend that’s driving product innovation across convenience categories.

Indeed, Circana's recently released 2026 Eating Patterns in America report shows 48% of adults are eager to add more protein in their diets, up 7 percentage points from a year ago. 

A survey of the NACS Show Expo proves product manufacturers are getting the message and innovating to meet the trend.

Here are eight NACS Show exhibitors who stood out for their protein product innovation, and one brand that has chosen to sit out the hype … for now.

Lifeway Protein + Creatine

Lifeway kefir products have always included protein, 10 grams per serving, to be exact. But at the NACS Show, it introduced the convenience industry to Lifeway Muscle Mates, an enhanced version of the original kefir drink that doubles the protein content and adds 5 grams of creatine.

“There’s a lot of things driving the protein craze right now,” said Diane Striegel, director of sales. “Some of it is GLP-1. People are just not eating as much as they used to. They are losing muscle with all of the weight loss, and they’re trying to find ways to get more protein into their diet because they just don’t have the appetite, so they want to get as much in for as little as possible.”

And why include the creatine?

“Creatine contains three amino acids,” said Striegel, a register dietary nutritionist. “It’s extremely helpful in muscle recovery. [It helps] make up for not eating meat.”

Mars Cheez-It Protein

One of the more surprising protein additions comes from Mars Snacking and its Cheez-It Protein crackers.

“We’re really proud in terms of what we’ve accomplished with that item, said Gilroy, vice president of industry engagement and sponsorship at Mars Snacking. “It’s 7 grams of protein per serving, so it’s not overwhelming. It’s not some chalky version.” 

Gilroy said Mars is watching sales of Cheez-Its Protein closely before committing to similar innovation with other brands. It also is watching other leading consumer wellness trends, including fiber and creatine. 

“Consumers are on their health and wellness journey, so we are trying to support their journey wherever it’s going,” he said. 

PFS Brands Protein Breakfast

It’s not just packaged CPG products investing in protein innovation. During the NACS Show, distributor PFS Brands sampled a new protein breakfast menu that shakes off the carbohydrates of bakery in favor of two fried eggs.

“We decided to build a high protein breakfast sandwich that you can build in a number of ways, with the egg as the carrier,” said CEO Shawn Bercham. “Then you can add cheese, sausage, bacon, ham and even hash sticks if you want, And you can get as much as 47 grams of protein in an egg sandwich that has less than 400 calories.”

He said customers are “absolutely going out of their way” to add more protein to their diets.

“Protein is a big item all across the country,” he said. “A lot of the GLP-1s are causing people to go to high-protein diets. … The biology and science behind protein today is more known than ever, and it’s been caused a lot by the GLP-1 drugs that are out there.”

f’real Protein Smoothies

Two new additions to f’real smoothies will bring protein to the otherwise indulgent product line in the first quarter of 2027. Tropical Mango Protein and Peanut Butter Banana Reese’s Protein smoothies are expected to hit stores in February. Each frosty drink includes 20 grams of protein.

“We realized within this segment of frozen blended beverages, consumers want to be able to indulge, but they want to be able to feel a little better about how they’re indulging,” said Megan Grinstead, voce president of customer and consumer brand marketing for f’real parent company Rich Products. 

“You’re seeing the trend in protein driven by GLP-1. People are looking for more protein in their diet. Next up, we expect to see fiber. But people don’t want to sacrifice taste and quality just to get those nutritionals."

Rich Products also introduced a new protein syrup during the NACS Show. “It is a component that you can add to beverages,” Grinstead said. “One pump adds 15 grams of protein. … It does fantastic with beverages like a cold brew or a lemonade [with] a pretty neutral taste profile.”

Legendary Foods Protein Donuts

Then there’s Legendary Foods, home of the Protein Donut.

Why?

“The world is hungry for protein. And the world is not hungry for boring protein,” said Greg Tetzlaff, vice president of marketing. 

“This isn’t just protein sprinkled in, and then we can parade it as a protein doughnut,” he said.

“We build it from the ground up with protein.”

A serving of two mini-doughnuts contains 20 grams of protein, 1 gram of sugar and 45 grams net carbs. The most recent line extension was the addition of blueberry, maple-glazed and cookies-and-cream doughnuts. And coming in 2027, protein tortilla chips. “Chips with benefits,” Tetzlaff called them.

HONORABLE MENTIONS:

• BareBells Protein Soda in four flavors, each with 10 grams of protein
• Rotten Sour Gummy Wormz and Cuncheez made with 4 grams of prebiotic fiber and 2 grams of protein per serving
• Omaha Protein Popcorn made with 32-40 grams of protein per serving, including recent flavor additions Spicy Jalapeno Cheddar and Chocolate Peanut Butter

Good Brew Cold Brew Good Gut Latte

The creators of Good Brew Cold Brew Latte’s chose not to chase the protein trend. Originally launched in 2020, the CPG brand unveiled the Good Gut line extension earlier this year, packed with probiotics—rather than protein—to complement the natural gut benefits of coffee.

“We explored [protein] in very early days, and I think protein coffee is great,” said Cofounder Dee Schroeder. “But we went a different direction for a number of reasons. First, we were looking to do something that was totally different. Coffee itself is good for your gut. Not everybody knows that. So we wanted to take that and enhance it, to supercharge your coffee rather than bringing things together that didn’t necessarily align.”

Good Gut is made with 1 billion CFUs of live probiotic per can, she said. That’s a clinically relevant dose that replaces your need to take a probiotic [supplement]. It launched in four flavors: vanilla, coconut, mocha and caramel. The newest addition is pistachio. 

“It’s got probiotic fiber, vitamins. You still get your sweet, creamy flavor in pistachio latte or coconut latte. And we are, I believe, the only ones in the world with the technology to do this probiotic cold brew.”