Americans have developed a near-insatiable craving for protein. That’s led large food manufacturers like PepsiCo to come up with new formulas that prominently feature the popular macronutrient.

On Thursday, PepsiCo became the latest to make a more aggressive protein pitch to consumers. The soda and snacking giant unveiled a Starbucks coffee protein drink, a reformulated line of Muscle Milk protein shakes, and new Propel flavored waters that combines whey protein, fiber, and electrolytes to better align the beverage giant’s portfolio with the trend.

Citing data from the food industry-funded International Food Information Council (IFIC), PepsiCo says 71% of Americans have tried to boost their protein intake in 2024. That’s an increase from 67% in 2023 and 59% in 2022. “After decades of con

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