The protein craze that turbocharged energy bars and meat sticks is now coming for sugar-frosted Pop-Tarts. Starting in early November, pop-tart maker Kellanova will offer a version of the sprinkle-strewn toaster pastries with the kind of higher protein content reserved for what are typically considered healthier foods. This follows PepsiCo Inc.’s plans for a higher-protein version of Doritos. Elsewhere, protein is being added to popcorn, pasta, bread, cookie dough, ice cream and macaroni and cheese. The trend shows how packaged-food companies are betting that protein can lure back shoppers who have moved away from highly processed products. Food companies say consumers are looking for some nutritional benefit even in foods that aren’t considered healthy as they try to lose weight and ward off cravings. Many users of GLP-1s are also increasing their protein intake to help retain muscle mass. Bloomberg News Food Industry Reporter Kristina Peterson joins Bloomberg Businessweek Daily to discuss. She speaks with Carol Massar and Isabelle Lee.
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