6 Mar 2025
Who says you can’t have your cake and eat it too? After the popularity of very responsible protein bars and dairy products, we now see that protein is finding its way into the world of pastry and baked goods, where claims like ‘added’, ‘high in’, or ‘source of’ protein have notably risen. Consumers want their indulgences to boast their health and want their health-foods to be indulgent.
Consumers opt for healthy indulgence
According to our Taste Tomorrow consumer survey across 50 countries worldwide, 68% of consumers select foods based on health benefits. And protein is one of the top ingredients to make a product extra healthy. Over 60% believes protein enhances both the taste and healthiness of chocolate, making it an obvious choice for indulgent treats that are good for you. Especially for producers, because did you know that 1 in 4 consumers is willing to pay more for products that boost health?
Protein’s appeal
As busy lifestyles drive the need for convenient, on-the-go options, protein-enriched baked goods offer a practical solution. Protein’s appeal lies in its ability to enhance satiety, support muscle health and contribute to weight management. The inclusion of claims like ‘high in protein’ or ‘source of protein’ taps into these consumer priorities, making protein-enhanced products a modern snacking staple.
Protein-enriched products hitting the sweet spot
The US protein-fortified food market is projected to expand with a compound annual growth rate of 6.2% through 2030, states Grand View Research. This growth is fueled by the expansion of the assortment of protein-enriched products. After drinks, bars and dairy products, there are ever more new functional snacks and indulgent desserts hitting the market. Globally, the largest share of products with protein ingredients are launched in West Europe, followed by Asia, according to Innova Market Insights.
In bakery, patisserie and chocolate, protein is no longer an additive, but a central ingredient driving innovation. Manufacturers of baked goods are moving beyond traditional wheat-based flours and experimenting with ingredients such as pea, soy and whey to enhance the nutritional profile of their products.
Our online consumer behaviour monitoring shows a +387% growth in search volumes for high protein desserts to buy. The most popular protein enriched pastries and baked goods are cinnamon rolls, chocolate, muffins, cookies, fudge, crumble, pie, cake, donuts and cheesecake.
4 protein-enhanced baked goods and snacks that prove protein isn’t just for shakes anymore
By balancing indulgence, nutrition and transparency, these brands are transforming treats into health-forward, functional foods:
1. Dar Baklava
“All the flavor and none of the compromise”, promises Dar Baklava. The brand is passionate about health and fitness and wanted to create a healthier version of the sugary filo pastry. The clean ‘snacklava’ has simple ingredients such as flour, sugar, cornstarch, butter and milk. Because of the nuts used, they also promote the treat as high-protein, with up to 4 grams of protein per pack.
2. Upfront chocolate
Upfront is.. well.. upfront. The company focuses on both health and transparency and lists their ingredients front-of-pack. They started out with supplements and pre-workout shakes but are now applying their principles to snacks too, leading to the creation of a crispy chocolate bar with 19 grams of protein, coming from whey. The treat is designed to give athletes multiple reasons to feel good: the chocolate indulgence, the protein health benefits and the claim of fair trade cacao.
3. Kodiak Cakes Chocolate Chip Power Waffles
With 12 grams of protein per serving, Kodiak Cakes turns the festive chocolate chip waffle into a sensible breakfast choice. While their offerings are sweet, the brand itself is tough and rugged. Their logo is a bear and their slogan ‘feeding epic days & wilder lives’. They want to enhance their clean-label products by using copy as ‘frontier recipe’ and ‘taste that will take you back to simpler times’. Proving a sweet treat can be indulgent, healthy and rowdy at the same time.
4. Drumroll Refrigerated Donuts
Drumroll offers health-conscious consumers a donut that aligns with their wellness goals. Their high-protein, low-sugar donuts deliver the fluffy, cake-like texture of a classic treat while packing 10 grams of protein and just 1 gram of sugar. The donuts can be found in the fresh snacking aisle, adding further to their ‘no junk’ philosophy. And with their colorful and vibrant branding campaigns, they prove that healthy snacking can be lots of fun too.
Want more insights on functional ingredients shaping the future of indulgence?
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