Health-conscious Gen Z consumers and Ozempic users looking to maintain muscle mass are pushing the packaged-food industry to pack every food with protein, and the trend is just getting started.

With the fortified protein market set to hit more than $100 billion by 2030, according to Grand View Research , Big Food is diving into a category previously defined by more specialized brands. The global market size for protein-fortified food products was about $67 billion in 2023. Its latest entrant: Pop-Tarts, the toaster-ready icing-covered pastries produced by Kellanova since 1964.

The company is releasing Pop-Tarts protein starting in early November, Bloomberg reported, with the goal of catering to consumers that want to consume more protein without giving up their favorite snacks. B

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