This Is Why All Your Favorite Snacks Seem to Suddenly Have Protein

The high-protein snacks trend has led to smarter snacking, but added protein doesn’t necessarily mean it’s healthy.

Walk down any supermarket aisle lately, and it’s hard not to notice that high-protein snacks and groceries are everywhere. From granola bars and cereal to pretzels, chips and even coffeehouse drinks, protein-enhanced everything is having a serious moment. We’re even seeing reimagined favorites like toaster pastries, Uncrustables and popcorn get a protein-packed glow-up in response to this latest food trend.

Protein may seem like a viral craze, but the hype isn’t entirely misplaced. In fact, this is one nutrition trend I’ve been happy to see go mainstream. Protein is foundational to building satisfying, balanced meals, so as a dietitian I fully support people paying more attention to protein intake.

Why Protein Matters

Our bodies need three macronutrients for energy: protein, carbohydrates and fat. Protein provides us with essential amino acids, which are the building blocks that help maintain and repair every part of the body.

If you’re tired of feeling hangry or constantly snacking, protein can help with that, too! Because the human body digests protein more slowly than carbohydrates, a protein-rich meal like chicken skewers will keep you satisfied and energized longer than a carb-heavy one, like a comforting bowl of mac and cheese.

Protein’s slower digestion also promotes steady blood sugar, which supports consistent energy levels throughout the day—aka no mid-day slump—and is linked to better weight management and a lower risk of chronic illness.

Of course, we can’t talk about protein without mentioning muscle health. Most people know it’s essential for supporting muscle growth if you’re active or working out, but getting enough protein is also key for maintaining strength as we age. The more muscle mass you have, the longer you can keep doing the activities you love with ease.

The bottom line? Protein is essential for keeping your body strong and functioning properly, and for helping you feel your best every day.

The High-Protein Snacks Trend, Explained

The latest products popping up at the grocery store reflect our culture’s current fixation with protein. Just like the low-fat craze of the ’90s and the low-carb and keto waves of the 2010s, today’s high-protein groceries tell us shoppers are demanding it—and brands are happy to deliver.

Social media has played a major role in putting protein in the spotlight. TikTok and Instagram are packed with viral high-protein hacks and recipes like cottage cheese ice cream, Greek yogurt bark and protein mug cakes.

As these high-protein snack ideas took off, food brands jumped on the bandwagon. Adding protein to a snack—or highlighting the grams of protein on the label—instantly gives a product a better-for-you reputation in today’s nutrition climate. And in crowded grocery aisles, that’s a huge marketing advantage.

The “+Protein” label first started gaining traction with ultra-filtered milk and yogurt, which are made by filtering out some carbs and water to concentrate the protein content. From there, the trend expanded to ice cream, coffee creamers, convenience items and all kinds of packaged snacks.

High-Protein Grocery Store Snacks

High-protein snacks make it easier to enjoy higher-protein versions of your snack-time favorites. The latest protein snacks are grab-and-go options that help satisfy hunger between meals and energize you throughout the day.

Here are some of the high-protein groceries you may spot on shelves:

• Yogurt: Some high-protein yogurt products, like Chobani’s 20G Protein cups and drinks, get their protein naturally from ultra-filtered Greek yogurt. Other brands, such as Oikos Pro, are boosted with whey or milk protein isolates for extra protein.
• Cereal: Brands like Magic Spoon, Three Wishes and Catalina Crunch have recreated nostalgic cereal flavors with added milk or plant-based protein powders. You can also find plain and flavored instant oatmeal packets with protein powder mixed in.
• Popcorn: Khloud Protein Popcorn coats its crunchy puffed kernels with milk and whey protein powders to give this classic snack extra protein.
• Pretzels: Protein-enhanced pretzels, like Lenny & Larry’s Fitzels or Kindling Protein Pretzels, get their extra protein from whole grains, chickpea or pea protein.
• Chips: There aren’t many ways to add protein to traditional potato chips, but brands like Wilde have found a creative solution—making crunchy chips from dehydrated chicken breast, egg whites and bone broth (yes, really).
• Jerky and meat bars: Snacks like Chomps meat sticks or Epic bars are naturally high in protein because they’re made from real meat, like turkey or grass-fed beef.
• Toaster pastries: Sweet, handheld treats like the Pop-Tarts protein line and Legendary Protein Pastries have more protein than the originals, usually from the addition of milk or soy protein.
• Uncrustables: The new protein-packed Uncrustables are larger than the regular version, so they contain extra peanut butter—the primary source of protein in this twist on a classic PB&J sandwich.
• Sparkling water: Brands like Clean Simple Eats and Sparkling Protein offer fizzy, protein-boosted drinks similar to your favorite flavored sparkling waters. Each can packs 20 to 30 grams of protein of whey protein.
• Roasted legumes: Crispy, fiber-rich and available in fun flavors like sea salt, ranch or Buffalo, roasted legumes are a satisfying nut-free snack alternative. Brands like Biena Chickpea Snacks and The Only Bean Roasted Edamame pack protein naturally from the legumes themselves.
• Snack bars: Many of today’s protein bars, like Aloha Bars or RXBAR, are naturally sweetened and made with natural protein sources like nuts, seeds and even egg whites. There are also granola-style protein bars, such as Nature Valley Protein or Kind Protein, which get an extra boost from soy protein isolate.

Snacking Smarter at Home

High-protein snacks can make it easier to snack smarter and include more protein in your diet, especially when life gets busy. That said, protein alone doesn’t automatically make a product healthy—it’s still important to read labels, consider ingredients and focus on overall diet quality. When shopping for a protein-packed snack, look for options that include fiber, not too much added sugar, and ingredients you recognize.

Even better, try making high-protein snacks at home so you know exactly what’s in them. From protein-packed smoothies and nutty protein balls to cottage cheese cookie dough and DIY trail mix, there are plenty of fun, tasty ways to boost your protein intake using single-ingredient foods that are naturally rich in protein. Pair protein with complex carbs and healthy fats—like fruit with nut butter, or cheese with whole-grain crackers—for the most satisfying snacks to keep energy steady and hunger at bay.