Every parent is familiar with the tactic of hiding healthy ingredients like spinach in foods that kids find more palatable, like smoothies. Adults, too, are not immune to the benefits of this sleight of hand.
Consumers are looking for ways to incorporate more protein into their meals without consuming significantly more calories or risking the potential health hazards of a diet high in red meat. With the enduring popularity of high-protein diets, food manufacturers can capitalize by finding inventive ways to up this macro in prepared meals, snacks, beverages, and more.
If you’re looking to appeal to health-conscious consumers seeking the weight management and muscle-building benefits of protein, there are a few key ingredients that should be on your radar. Here’s how your brand can take advantage of the high-protein trend by “hiding” it in already popular foods.
Ingredients to Watch
Cottage cheese — high in protein and low in fat — can be swapped in for other cheeses, such as in pasta dishes like lasagna. With its mild flavor, it can also complement almost anything on a breakfast or brunch menu, from oatmeal to pancakes to scrambled eggs. When blended to a smooth consistency, it’s a great hidden protein booster for sauces, spreads, and desserts like ice cream and cookies.
Greek yogurt offers a similar appeal, but with a tangier taste that elevates the complexity of certain flavor profiles. Many consumers opt for dips, sauces, and salad dressings that contain this high-protein ingredient.
Bovine or beef collagen, often found in supplements, is a beef byproduct typically available in powder form. Odorless and colorless, this powder can be added to any food or beverage to increase collagen and protein.
Marine collagen, derived from marine species like fish, is a newer but equally beneficial trending ingredient, and it may offer higher absorption rates and other advantages.
Nutritional yeast, long popular in vegan circles, can add both protein and a savory note to a range of dishes. Often used as a flavor enhancer, this product mimics the taste of cheese in vegan dishes. It’s an ideal addition to snacks like crackers, chips, and popcorn, but it can also be used in sauces, soups, and a range of other applications.
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Sweet and Savory Applications
There’s a common misconception that high-protein meals are limited to lunch or dinner. Hidden protein can up intake of this macro in breakfast dishes, snacks, and desserts as well. With the right ingredients, savory dishes with decadent-tasting sauces and spreads are made much healthier, with more protein and fewer carbs.
Rich, sweet desserts like cheesecake and chocolate mousse can enjoy the same upgrade, as can smoothies, breakfast bowls, on-the-go bars, and endless snack varieties. Even beverages like coffee or juice can become a pathway for added protein through flavorless collagen powders.
Related: Trending Savory Snacking: What’s Driving Innovation in 2025
Appeal for Gym-Goers and Clean-Label Shoppers
High protein diets aren’t just for bodybuilders anymore. A regular gym-goer who wants to maximize their results may turn to a diet that features more protein and fewer carbs and fats, helping them build muscle and work toward weight loss goals.
Clean-label shoppers also gravitate toward foods that are higher in protein, especially those that feature more whole-food ingredients, minimal processing, and fewer additives than competitors. The real appeal for consumers may lie in a confluence of nutritional and health benefits.
Functional, Flavorful Upgrades
It wasn’t so long ago that foods branded as healthy were regarded in the same flavor category as cardboard. Today, consumers expect much more.
Food manufacturers and restaurateurs are tasked with creating meals and snacks that deliver a range of functional benefits without compromising flavor. With hidden ingredients and innovative applications, brands can meet the demand for higher protein and simultaneously create craveable dishes that drive repeat purchases and invite social sharing.
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