PepsiCo and Kraft Heinz are betting big on protein-boosted snacks as consumer preference for functional foods accelerates. In February, PepsiCo launched Doritos Protein with 10 grams of protein per serving, compared with 2 grams in regular Doritos, using dairy-based casein as the primary protein source. Kraft Heinz introduced PowerMac, a Mac & Cheese variant with 17 grams of protein and 6 grams of fiber per serving, drawing from wheat flour, pea protein isolate, vital wheat gluten, whey, and whey protein concentrate. Traditional Kraft Mac & Cheese contains 8 grams of protein and 1 gram of fiber.
According to PepsiCo's chief marketing officer for PepsiCo Foods US, seventy percent of consumers want their salty snacks to have protein. The company positioned the new Doritos as meeting demand for functional ingredients without compromising taste.
GLP-1 medication use is a key driver. Usage among consumers grew from 10% to 18%, with 34% now intending to use the drugs. Among current GLP-1 users, 40% report eating more protein and 30% report consuming more fiber, according to Innova Market Insights. These behavioral shifts are reshaping snack preferences across the category.
Plant-based proteins are gaining traction alongside dairy options. Globally, 73% of plant-forward consumers have tried plant-based protein in snacks, according to ADM's Outside Voice research. Soy, pea, and wheat proteins are especially popular for their clean taste and versatility. Chickpeas are compelling as an ingredient because they contain roughly 19% to 25% protein and deliver functional benefits like emulsification and structure building, said Anke Golde, senior director of research and development at Ardent Mills.
The challenge for formulators is ensuring protein works within the snack system without ruining texture or taste. When proteins are added, they compete with starch for water, requiring careful adjustments to hydration levels, mixing, and baking conditions. In extruded snacks, starches remain critical for maintaining expansion and texture. Cargill demonstrated this challenge by developing a high-protein tortilla chip with 10 grams of protein per serving by blending multiple pea proteins, and a whole grain puff with 8 grams of added protein by using the right starch solutions to support expansion and flavor.
Across all snack formats, protein sources must balance nutrition claims with sensory appeal. Concentrated protein ingredients like isolates and concentrates boost protein content without changing format, while pairing them with starches and fibers maintains final product appeal.