Protein push: Pop-Tarts and Doritos bulk up
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Pop-Tarts Protein is debuting this November. Photo: Courtesy of Kellanova
Protein-packed comfort snacks are Big Food's latest makeover.
Why it matters: CPG giants Kellanova and PepsiCo are leaning into America's protein obsession — rebranding iconic snacks as functional fuel.
Driving the news: Snack maker Kellanova said Tuesday that Pop-Tarts Protein launch in November, with 10 grams of protein per serving, in strawberry, blueberry and brown sugar cinnamon flavors.
- PepsiCo CEO Ramon Laguarta told investors last week that the company has "a lot of innovation on protein," citing a Doritos product, a Starbucks coffee protein bottled drink and the relaunch of Muscle Milk.
- PepsiCo told Axios Tuesday it's also planning a broader protein push across its beverage portfolio in early 2026, including Propel Clear Protein — a powder with electrolytes, fiber and 20 grams of protein.
- Starbucks itself had a big protein push last month, when the coffee giant added protein lattes and cold foams to its menu.
The big picture: Protein-packed foods and drinks are flexing toward a $100 billion market by 2030 up from $67 billion in 2023, per Bloomberg, citing Grand View Research.
- The demand is rising as everyone from fitness fans to GLP-1 users look for snacks that satisfy and strengthen.
Yes, but: Protein versions of chips and pastries already exist — from brands like Quest Nutrition and Legendary Foods.
- Quest Nacho Cheese Tortilla Style Protein Chips have 18 grams of protein and 150 calories.
- Legendary's strawberry-flavored protein pastry has 180 calories, 20 grams of protein and 9 grams of fiber.
Reality check: How healthy the new offerings will be remains to be seen, with runners and GLP-1 users having different dietary needs.
- Pop-Tarts Protein appears to have similar calories (380–400) and 31 grams of sugar as regular Pop-Tarts, just with double the protein, per the press image.
What's next: PepsiCo's Laguarta said fiber could be "the next protein."
- "Consumers are starting to understand that fiber is a benefit that they need," Laguarta said on the earnings call. "It's actually a deficiency in U.S. consumers' diet and that will be elevated."
Editor's note: This story was updated to add PepsiCo's broader protein push.
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