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By Fred Hart · February 26, 2025 · Curated by George's Blog
Welcome to the Protein Arms Race Era of CPG. Where more grams = less brand.20g. 26g. 30g. 42g. 45g?!The ready-to-drink protein aisle is starting to look like an arms race. But it’s not just RTDs—protein bars, cereals, yogurts, even pasta are all locked in the same battle. The result? A landscape where brands blur together, competing on a single metric instead of carving out real differentiation.Now, let’s be clear—communicating protein isn’t the problem. Sometimes, protein is the innovation. If you’re bringing protein to a category that’s never had it before, that’s meaningful. That’s new news.The problem is when grams of protein become the entire personality of a brand. When the only story being told is “we have more,” it’s a short runway to commoditization.The other issue? Losing sight of what actually matters. Brands chasing “innovation” at all costs will keep pushing the protein ceiling higher. How much protein is too much? 50g? 60g? At a certain point, companies stop innovating for consumers and start innovating against competitors—chasing numbers instead of needs.And when that happens, they lose sight of the most important question: Who are you building for? Because consumers don’t actually want “as much protein as humanly possible.”With Expo West on the horizon, we’re about to see the arms race play out in real time. More brands chasing higher numbers. More products leading with macros instead of meaning. But in a world where consumers have endless options, the ones that win will be the ones that stand for something beyond the formula.Interestingly, look at protein bars—a category synonymous with protein. Yet most brands don’t feel the need to scream the grams front and center. They lead with brand, persona, function, flavor, ingredients. That’s category maturity—brands that recognize protein is a given, not their entire identity.Eventually, the protein frenzy will settle. And the brands that endure will be the ones that build around people, not just macros.At the end of the day, protein matters—but a brand that only chases “more” will always be at risk of becoming less.A brand is more than a number.hashtag#CPG hashtag#FoodAndBeverage hashtag#Innovation hashtag#Protein hashtag#BrandStrategy