The rise of high-protein ice cream is reshaping the freezer aisle, drawing in consumers looking for more from their sweet treats.
According to Polaris Market Research, the global protein ice cream market is projected to grow from $2.84 billion in 2025 to $4.94 billion by 2034 – a compound annual growth rate (CAGR) of 6.2%. This growth is fueled by flavor innovation and the rising popularity of high-protein diets, like keto.
Unlike early diet-centric brands, such as Halo Top, today’s high-protein ice creams focus less on subtraction (fewer calories, less sugar) and more on addition – protein content, satiety and a functional, fitness-forward identity. This shift is transforming usage occasions, brand positioning and consumer demographics.
Dairy innovations
This article is part of a collection of stories on dairy innovation. You can read the rest of the collection here.
Here is how three standout brands – Smearcase, Protein Pints and Arctic Zero – are redefining the space and where innovation could take the category next.
Smearcase
Positioning: Smearcase boldly aligns itself with sports nutrition, branding itself as “your new protein dealer.” With a merch line and distinctive identity, it calls itself the first-ever cottage cheese ice cream – or “FroCo.” Launched in 2024, Smearcase offers three flavors: Vanilla Bean, Mocha Joe and Peanut Butter, each pint containing 39 to 44 grams of protein, plus added collagen, vitamin D, calcium, iron and potassium.
Founder Joseph R. Rotondo shared, “I started this journey while training for a marathon, searching for a healthier ice cream option. When I couldn’t find one, I made it myself.”
Audience: Targeting fitness-focused consumers, Smearcase engages with gym-goers and wellness communities, often appearing at NYC fitness events and local retail pop-ups.
Room for Innovation: Currently limited to three core flavors and select retail locations (Whole Foods and Sprouts in Florida, Connecticut, New York and New Jersey), the brand has room to expand both flavor variety and distribution footprint.
Protein Pints
Positioning: Protein Pints blends indulgence with performance by offering 20 or more grams of protein per pint, clean ingredients and nostalgic flavors like chocolate chip cookie dough and peanut butter chip. It leans heavily on familiar taste profiles with a nutritional twist.
Audience: Those searching for functional ice cream, plain and simple. According to the Protein Pints website, “We want to provide everyone from athletes to everyday health-conscious individuals with a dessert that not only tastes amazing but also supports their nutritional goals.”
Marketing Challenge: Protein Pints strikes a careful balance – promoting itself as a healthier alternative without inviting skepticism. One tactic involves comparing its Mint Chip flavor to a blurred-out Ben & Jerry’s pint, highlighting the difference in sugar content. The brand’s Instagram also plays a key role in this strategy, using timely posts tied to events like National Burger Day, where they featured a scoop of Peanut Butter Chip on a cheeseburger. They have also collaborated with influencer Amy Haas (@raceacrossthestates) on content like a “Dessert Hack for Fitness Girlies” post.
Arctic Zero
Positioning: Originally launched in 2009, Arctic Zero was once known primarily for its ultra-low-calorie ice cream. Since then, the brand has evolved to meet changing consumer preferences. Founder Greg Holtman penned on the brand’s website, “Today the category I helped create is almost unrecognizable. I am surprised by the products in the category that are calling themselves “better for you.” Most products in the category now have sugar alcohols and GMO’s that I would never feed to my children, let alone anyone else’s! [...] I am excited to continue to evolve as my most recent creation is composed of a plant-based faba bean protein.”
Arctic Zero is marketed as the first and only low-calorie frozen dessert with a dairy free, peanut free, tree-nut free and soy free base.
Audience: Consumers with dietary restrictions or niche goals – keto followers, people with diabetes , or those avoiding dairy.
Market Potential: Arctic Zero’s transformation shows the power of pivoting. By moving from a “guilt-free” pitch to a functional wellness approach, it has reentered the better-for-you conversation with broader appeal. Its flexibility in serving niche dietary needs offers long-term staying power if it continues to innovate flavor and format.
What’s next for high-protein ice cream?
High-protein frozen desserts are pushing the category out of the “treat” silo and into the functional food category. Unlike low-calorie brands that focus on subtraction (less fat, fewer carbs), the new generation of high-protein brands are leaning into addition – nutritional density, satiety, muscle recovery and everyday snacking.
Potential marketing hurdles
Convincing consumers that ice cream can be a legitimate health food remains a challenge. While younger audiences are more open to hybrid categories, legacy perceptions linger. Education, influencer partnerships, and authentic storytelling are key to breaking down resistance.
Final thoughts
High-protein ice cream is more than a trend – it’s a fundamental reframing of what ice cream can be. By appealing to a broader range of occasions and nutritional goals, brands like Smearcase, Protein Pints and Arctic Zero are reshaping the freezer aisle and unlocking new potential in a category that’s long been about indulgence alone.
The takeaway? In the better-for-you ice cream race, it’s not just about being less bad – it’s about being purposefully good.