Dive Brief:
- General Mills is introducing Wheaties Protein. The line comes in two flavors: Maple Almond and Honey Pecan, containing 22 and 21 grams of protein per serving, respectively.
- The cereals target “everyday athletes,” from marathon runners to busy parents, General Mills said in the press release. Wheaties Protein contains whole grain flakes, nut clusters, pumpkin seeds and either honey or maple syrup. Its protein is derived from nuts and seeds, according to the company.
- Protein offerings are gaining momentum as consumers look for added nutritional value in food and beverage products.
Dive Insight:
Wheaties is General Mills’ oldest cereal, debuting in 1921. The brand is best known for its cereal boxes with photos of pro athletes winning championship titles.
“Wheaties has honored world class athletes on our iconic orange boxes for more than 100 years and we are introducing Wheaties Protein to serve today’s modern athletes who are striving to be better everyday,” said Nicole Ayers, Wheaties’ business unit director, in a statement.
Wheaties Protein has significantly more protein than regular Wheaties, which contains 3 grams per serving. Wheaties Protein is similar in protein to other offerings on the market that tout a more nutritious breakfast.
Wheaties Protein follows another General Mills protein-packed cereal announced last week. The Minnesota-based CPG giant collaborated with protein powder brand Ghost on Marshmallow and Peanut butter-flavored options. They contain 18 and 17 grams of protein per serving.
The rise of protein-heavy cereals reflects years of consumers seeking less artificial and more nutritious ingredients. Technavio projected the high protein-based foods will increase at a compound annual growth rate of 7.7% through 2027. Interest in more protein comes predominantly from younger consumers, with half of all online mentions of “high protein” foods coming from people in the 25 to 40 age group, according to Food Institute data.
While the cereal industry is in a multi-year decline, companies are turning to better-for-you attributes to attract consumers and grow sales.
WK Kellogg Co’s Special K High Protein cereals, which launched in 2022, contain 20 grams of protein in each serving. It recently launched Gen Z-focused Eat Your Mouth Off with 22 grams of protein per serving. And Post Holdings has partnered with Premier Nutrition on a cereal that contains 20 grams of protein per serving.
