Bars, beverages, meat snacks — as the conventional protein segments crowd, newcomers are coming up with new delivery formats to stand out from the crowd. Whey 2 B! is bringing cold-pressed protein cookies to the market.

The protein trend has been reigning supreme for a while, and with more new product launches in the category, it’s not showing any sign of waning anytime soon.

In fact, the protein packaged food and beverage category is projected to grow at a steady 5.6% for the next three years, bringing sales to a predicted $39 billion, according to Markets and Markets research.

“There are many [consumers] who are looking for innovative ways to get their protein in,” Peggy O’Shea Kochenback, manager of public relations and a registered dietitian nutritionist for Whey 2 Be!’s maker Action Brand Management, told Food Navigator-USA.

“[We] saw a need in the marketplace for a high-quality protein cookie that also tastes great. There are other protein cookies on the market, but most do not feature the nutrient-powerhouse whey protein,” she added.

Plant vs. dairy debate

As the name implies, Whey 2 Be! uses whey protein as the product’s primary protein source — at a time when plant derived proteins are gaining momentum and popularity.

Because of the category’s maturity, market experts such as Imbibe’s Laura Dembitzer argued that consumers today are more discriminating about the protein source and nutrition source of the products they buy. “It is not just about he total protein content, but it is about where is the protein coming from,” Dembitzer said.

According to Kockenbachk, whey protein fits the bill. “Whey protein is one of the most highly bio-available types of protein, meaning it is easily absorbed and utilized by the body,” Kochenbach said.

Read the full story on Food Navigator US.