Natural Product Hitmakers: Protein Is King


We asked longtime natural products consultant Bob Burke for his best bets.

Consultant Bob Burke: "Right now, protein is a pervasive trend across many categories. Besides Krave Jerky and all of the things that are explicitly high-protein, you now see protein in cereals and granolas, such as the recently launched Cheerios Protein. Protein and fiber equal satiety, and with half of American adults overweight and a third obese, anything that has an impact on weight management could be a big business. Protein is in almost every category. There’s even a Sambazon acai beverage now with protein. Stonyfield just came out with an organic high-protein smoothie called OP. Organic Valley is doing a protein shake, and Muscle Milk is doing an organic version in Target. Protein is huge across the board."


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