Social Currency with Sammi Cohen Inside the Protein Boom: The $1.2 Billion Bet Reshaping What We Eat
Sep 26, 2025
Why is protein suddenly everywhere? With 61% of Americans upping their intake, even Starbucks is getting in on the action, launching drinks with 36 grams of protein. The craze is fueled by GLP-1 weight loss drugs, viral TikTok trends, and celebrity endorsements. Cottage cheese sales soared by 20% as food companies scramble to innovate and meet skyrocketing demand. Chobani's bold $1.2 billion investment is just one sign of this massive shift in how we approach food. What’s next in the protein revolution?
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Protein Takes Center Stage
- Protein has become the dominant macronutrient in American diets, driven by a major behavioral shift.
- Brands and consumers now prioritize protein across meals, snacks, and beverages.
Data Proves The Protein Boom
- Multiple data points show rapid growth in protein interest across categories and years.
- Companies are racing to label and reformulate products to meet rising protein demand.
Cottage Cheese Shortage And Starbucks Move
- Cottage cheese sales jumped 20% and brands report selling faster than they can make it.
- Starbucks launched protein cold foams and lattes delivering 15–36 grams of protein per grande.