As we showcase protein-rich everything from pastries to pretzels, consider the “why” behind it all. Of course, the industry is challenged by the prevalence of GLP-1 drugs and the MAHA movement, but it’s also important to remem­ber the challenge that’s been facing American consumers for decades: finding balance between the need to indulge and the battle of the bulge.

While many consumer groups and legislators are quick to blame food manufacturers for what they consider a health crisis, the fact remains that makers of CPG baked goods are focused on giving people what they want while incorporating elements of what they need. The product launches in this issue clearly reflect these efforts. But this goes way deeper than slapping “protein” on a package claim. For a protein-centered product to have staying power, development has to start with not only needs assessment but also an evaluation of how ingredients work together for function and flavor, as well as with the machines on which they’re made.

Bringing together every aspect — followed by the “stickiness” factor from a marketing perspective — we discover the true determinants of post-launch longevity. Will a new protein-rich product still be in the portfolio in one, three or five years? And can a limited-time offer make it into permanent rotation? It all boils down to a difficult-to-define algorithm … and the current court of public opinion.

The future may be hard to predict, but my hope is that our trend reports and New Product Showcase will provide you with a sense of where we’re heading and some inspiration on how to get there.

This story has been adapted from the 2026 New Products Annual of Commercial Baking. Read the full issue here.