H-E-B bets on protein with a popular new meal line
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One big protein haul. Photo: Madalyn Mendoza/Axios
H-E-B is jumping on the protein-in-everything trend with a viral line of Higher Harvest premade meals.
Why it matters: The rise of GLP-1 use and fitness culture has changed the way many people eat, creating a niche market for specific foods.
The latest: H-E-B launched 11 protein-focused meals on Dec. 31. The rollout was perfectly timed for New Year's resolution-setters and quickly went viral on social media.
- The meals heat up in about two minutes and span a range of flavors, from Italian to Cajun.
- Macronutrients and calories are clearly labeled on the front of the package.
- Each option complies with H-E-B's Select Ingredients standards.
By the numbers: Meals range from 30 grams to more than 50 grams of protein each.
What they're saying: "The Higher Harvest by H-E-B Protein Lifestyle meals were developed with insights from our H-E-B dietitians and H-E-B Wellness teams," the company says in a statement to Axios.
- "The goal was to create a line of nutritious, high-protein meals that taste great, blending distinct flavors and satisfying textures."
💭 Madalyn's thought bubble: I raced to try these after seeing them all over my feed — and apparently so did everyone else. Each trip to H-E-B, shoppers are hovering around the display.
- At the price point ($8.39 for most options), they're cheaper than my gym's meal prep services.
- I've tried nearly all of the options and loved the convenience on busy days. Below are my four- to six-word first impressions.
What to try
🤌 Chicken Alfredo: Craveable. Consider me very impressed.
🍝 Vodka chicken with spaghetti squash: Delicious spaghetti squash without the hassle.
🥩 Chicken and beef chimichurri: Juicy protein, chimichurri delivered.
What to skip
😬 Southwest-style turkey and rice: Unpleasant dog food consistency.
🥘 Blackened chicken and grain jambalaya: Dry chicken, missed the mark.
🐟 Green goddess with salmon: Too herby, not memorable.
What's next: The meals aren't available in all stores yet, but H-E-B says it plans to continue rolling them out.