The rise of GLP-1 medications has reshaped the way millions of people think about food, shifting appetites and putting greater emphasis on nutrient density. With satiety now at the heart of consumer needs, protein has emerged as the star of the snack aisle. Unlike fleeting sugar hits, protein keeps hunger in check, stabilizes energy levels and supports lean muscle – a perfect match for the new landscape where shoppers want fewer calories but more staying power.
This appetite reset is pushing brands to innovate fast. What’s clear is that protein is no longer confined to the gym bag. It’s fully crossed over into everyday snacking and even mealtime staples. That crossover has opened the door for brands big and small to rethink the classics, making sure there’s a protein-packed option for every craving, budget, and occasion.
Here’s a look at the launches making noise in the GLP-1-friendly snack space.
Protein-powered classics reimagined
Quaker has bulked up its breakfast and snack lineup with a trio of protein-fueled options for US shoppers. Its new protein granola bars deliver 10g of protein per bar in two flavors, while Quaker Protein Granola offers 10g per serving and Protein Instant Oatmeal comes in at 10g-12g. To celebrate the launch, Quaker rolled out ‘The Invisible Workout’, a campaign spotlighting the untracked but energy-draining tasks of everyday parenting. Backed by survey findings that nine in 10 parents actively work to ensure their kids get enough protein, the brand is positioning its new line as everyday fuel that keeps pace with real life.
Eggo has extended its protein play with three new US breakfast staples: Buttermilk Vanilla Protein Waffles, Vanilla Protein Pancakes and Blueberry Protein Pancakes. Each serving delivers 20% of the recommended daily protein value while maintaining the classic Eggo taste – crispy on the outside, fluffy on the inside. With packs retailing at $5.99, the products are already available nationwide, giving families a convenient way to upgrade their morning routine without sacrificing flavor.
Catalina Crunch is targeting those chaotic weekday mornings with Protein Granola. Each serving packs 13g of plant-based protein, just 1g-2g of sugar and a solid fiber hit. Designed to be versatile, it works as a crunchy yogurt topper, in a cereal bowl with milk or simply by the handful. Flavors such as Vanilla Almond and Honey Cashew make it as craveable as it is functional, helping US parents and professionals avoid the mid-morning crash. With its low-sugar profile and high protein count, the granola also fits neatly into GLP-1-friendly eating plans.
Indulgence meets functionality
In the US, Ghost has launched one of its most nostalgia-fueled collaborations yet with Ghost Whey x Count Chocula. This limited edition protein powder blends 25g of protein per scoop with real Count Chocula monster marshmallows, digestive enzymes and just 140 calories. Beyond the macros, it taps straight into the emotional pull of fall traditions and 50 years of cereal history. Available from September 24 online and at GNC for $49.99, it’s a crossover between gym fuel and childhood cereal nostalgia that CEO Dan Lourenco says ties directly to Ghost’s DNA of authentic flavor collabs.
Junkless is rewriting the rules of protein bars for the US market with its new line designed to taste like candy bars but perform like fuel. Each 55g bar comes with 15g of protein, just 3g-5g of sugar and up to 8g of fiber. Chocolate Peanut Butter, Cookies & Cream and Birthday Cake are among the flavors bringing indulgence to the functional snacking set. Bars are available at Sprouts for two for $6 or online in a 12-pack variety box for $26.99, giving shoppers an accessible way to satisfy a sweet tooth without derailing their diet.
Newcomer Wild Fox Foods has taken a more expansive approach with its debut range of protein-forward US snacks. From avocado-oil roasted nuts and fruit-packed trail mixes to protein bars made with milk protein isolate crisps, every product is positioned as clean and uncompromised. The protein bars deliver 15g of protein and 10g-11g of fiber per serving, while roasted nuts and mixes emphasize crunch and natural sweetness over added sugars. Prices start at $10 for nuts and mixes, with protein bars retailing at $45 for a 12-pack.
Colombia’s Luker Chocolate is pushing into the EU and Canadian markets with its protein-enriched couvertures. Developed with pea protein, these chocolates add around 5g of protein per serving, opening up possibilities for brands looking to add functionality to indulgent bars, bites or inclusions. Alongside its protein work, Luker is also highlighting organic couvertures and specialty flavors like Dorado (milky caramel) and Caramello (33% milk chocolate with caramel powder). At CHFA (Toronto, September 2025), the company positioned itself as a co-creation partner that can help brands deliver on both indulgence and functionality – with the added benefit of deep sustainability roots at origin.
Savory snacks with staying power
In the UK, Higgidy has broadened its Snacking & Sharing range with Potato Frittata Bites – savory, protein-rich nibbles made with free-range British eggs and cottage cheese. The Pulled Ham Hock & Cheddar with Smoky Ketchup flavor combines mature cheddar with smoked ham hock, while the Emmental & Cheddar with Buffalo Sauce version leans into bold cheesiness with a spicy kick. Each 40-calorie bite delivers a satisfying savory punch and fits neatly into lunchboxes or grazing boards. Available at Sainsbury’s, Waitrose and Ocado, the six-pack retails at £3.50.
Nichols Farms, one of the US’ biggest pistachio growers and exporters, will showcase its range at Anuga (Cologne, Germany, October 4-8). Pistachios tick nearly every box for GLP-1-conscious snackers: they’re high in protein, rich in fiber, low in sugar and packed with healthy fats. Nichols Farms is emphasizing not just the nutritional benefits but also its sustainability practices, including renewable energy use and smart irrigation. With demand in Europe rising for clean, functional plant proteins, the timing could not be better.
The New Primal has expanded its family-friendly Snack Mates line in the US with Beef & Honey Mini Sticks. Each stick offers 4g of protein, just 1g of sugar and a kid-friendly flavor profile that’s less peppery than traditional beef snacks. Made with 100% grass-fed beef raised without antibiotics or hormones, the mini sticks are also gluten- and soy-free. Available in 5- or 15-count packs starting at $5.99, they provide an easy protein boost for lunchboxes or after-school snacks. CEO Jason Burke described them as “easy wins for families” – a way to boost protein intake without overhauling the lunchbox.
Jason’s Sourdough, the UK’s top sourdough brand, has launched its first national TV campaign during The Great British Bake Off. While the ad celebrates artisanal craft, it also highlights the brand’s seeded protein rolls – a nod to consumer demand for everyday bread with a little more nutritional heft. With sourdough continuing to boom in the UK, Jason’s is using mainstream visibility to reinforce its positioning as both premium and functional.
Protein beyond the snack aisle
Brami has pulled off its biggest US launch yet with a national Costco rollout of its Italian Protein Pasta. Produced in Molise from durum wheat semolina and lupini bean flour, the pasta boasts 60% more protein and triple the fiber of standard pasta while keeping taste and texture intact. The Costco-exclusive four-pack – two Fusilli and two Curly Mac – retails at $10.79. Founder Aaron Gatti called it a “strong vote of confidence” for the brand, noting very few emerging companies achieve such broad Costco distribution so early. With its authentic Italian sourcing and clean label formulation, Brami is positioning itself as the bridge between indulgent comfort food and modern functional nutrition.
Fly By Jing has broken with its signature spicy profile to release Classic Soy Noodles, its first non-spicy product. Each serving provides 12g of protein from sun-dried, knife-cut noodles paired with a soy-and-scallion sauce. Available DTC, on TikTok Shop and in select Costco locations across California and Hawaii, the product positions itself as a more inclusive pantry staple – bold on flavor but approachable for all palates. The launch comes at a time when much of the market is chasing ever-hotter flavor profiles, making Fly By Jing’s zag into non-spicy territory both timely and refreshing. The noodles are ready in just six minutes, giving busy consumers an option that is both comforting and convenient. With further retail expansion slated in the coming months, Classic Soy Noodles could mark the start of a new, broader platform for the brand.
Natural Grocers has expanded its private label line in the US with Organic Yogurt in vanilla, berry and plain varieties. Each serving delivers 6g-7g of protein alongside probiotics, made with whole milk from pasture-raised cows. At $1.49 for single-serve cups and $5.29 for 32oz tubs, the yogurts align with the retailer’s ‘Always Affordable’ mission while still delivering premium quality.
Oikos has taken protein into a more community-driven space with the expansion of its Nutrition Sponsorship Program. In partnership with Swipe Out Hunger, the brand is delivering both product donations and nutrition education to US universities, with the goal of improving access to high-protein snacks for students and athletes. By blending social impact with functional nutrition, Oikos is reinforcing its role as a protein-first brand with staying power.
UK brand Sunnie is gaining traction with clean, portion-controlled snack boxes. Combining whole grains, protein-rich dips and jam from food start-up Smash Foods, the snacks are designed for school bags, office drawers or busy afternoons. Positioned as family-friendly but nutrient dense, they’re proof that protein-forward convenience can work just as well in small, ready-to-eat packs as it can in big brand launches.
