Food firms scramble to meet the high-protein craze

The article discusses the growing demand for high-protein foods and the industry's response to this trend. Dairy companies are adapting their product lines to cater to the increasing interest in protein-rich diets, while new start-ups are emerging to meet this market demand. The article notes that the "high-protein craze" has led the dairy industry to focus on developing and promoting products that are high in protein, such as protein-fortified milk and yogurt. This shift is driven by the perceived health benefits of protein and the desire among consumers for more protein-rich options. Additionally, the article highlights the emergence of new start-ups that are capitalizing on the high-protein trend. These companies are launching innovative products, such as protein-based snacks and protein powders, to target health-conscious consumers. The article suggests that the high-protein trend is a significant market opportunity for the food industry, leading to changes in product development, marketing, and the overall competitive landscape.