Protein has become a buzz word in the food and beverage industry. It’s up there with gluten-free, non-GMO and all natural. Consumers crave it and brands are launching new products and re-branding existing SKUs to feature the protein claim more prominently on the front label. There are a variety of forces driving the growth of this category, two of the most influential being the increased awareness of the benefits of protein for satiety, weight management and muscle health and the busy on-the-go lifestyles which create a demand for convenient meal replacements, particularly among millennials.
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