Protein craze: Is it health-based or just the latest food fad?

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( NewsNation ) — The snack aisles at grocery stores are getting a makeover as food companies work to turn consumers’ growing interest in protein into profit .

Seventy percent of Americans said they’re trying to eat more protein, up from 59% just three years ago, according to a new survey from the International Food Information Council.

Big food companies such as PepsiCo, Kellogg and Pop-Tarts maker Kellanova have rolled out protein-boosted versions of their popular products. Starbucks and Kroger have tested protein-fortified coffees and French toast sticks.

The global market for protein-fortified foods is projected to hit $100 billion