Expo East in review

Flapjacked meets demand for more protein with easy-to-make pancake and muffin mixes

By Elizabeth Crawford

- Last updated on GMT

Related tags Whey protein

High protein, easy-to-eat foods are no longer limited to bars and shakes – now they can also be found in familiar baked goods that appeal to carb-loving consumers, thanks to companies like Flapjacked. 

“People are burnt out on shakes, bars and jerky, but they still want protein – especially in the morning – because it is filling and won’t lead to a carb crash,”​ said David Bacon, who along with his wife, founded Flapjacked.

The duo created Flapjacked’s high-protein pancake mix, which later evolved into a general baking mix, as a way to keep their five children energized throughout the morning.

“We are a very active family and my wife and I noticed that the kids were crashing in the mid-morning after eating bagels or cereal. So my wife started stealing the protein powder I used for my shakes to sneak into the kids’ pancakes. But it didn’t taste that great. We thought we could make something better and a little bit cleaner, too,”​ Bacon said.

The company’s pancake and baking mixes use a blend of pea and whey protein isolate to pack 20 grams of protein in each serving. The protein is masked with fruits and veggies and combined with whole oats and coconut for a large dose of fiber that also helps keep consumers full even though each serving is only 200 calories.

The startup, which launched three years ago, expanded its line of just-add water products this July with the launch of Mighty Muffins – a high-protein riff on mug cakes, Bacon said.

The muffin mix has 20 grams of protein per 220 calorie serving, but comes in an individual cup to which consumers add water and microwave for 35 seconds. The result is a large, warm muffin that will keep consumers full through lunch, Bacon said.

Packed with probiotics

In addition to high levels of protein, the muffins also supply a daily dose of probiotics, said Bacon.

Specifically, the muffins have GanedenBC30 – a spore forming probiotic that remains dormant in the muffin mix until cooked and ingested, which means consumers actually eat an effective dose, Bacon said.

Bacon partnered with Ganeden to add probiotics in part because the supplier published research in early summer that showed GanedenBC30 supports protein utilization as measured by a reduction in muscle soreness and increased perceived recovery.

The speed and ease with which the muffins can be made, in addition to their portability, means they not only meet consumer demand for high protein, but they fit consumers' fast-paced, on-the-go lifestyle.

On-the-go, high-protein options, like these, are especially important for teenagers and could help reduce the risk of developing chronic disease, recent research​ suggests. 

Looking forward, Bacon said the high-protein trend is here to stay and his company will continue to expand and develop products that will meet consumers’ needs. 

Interested in protein trends? Tune into our FREE 60-minute online PROTEIN​ forum on November 4:

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