Companies are “sprinkling protein everywhere.” Here’s what Coke does

Coke bulks up protein.

Coca-Cola (KO) is opening one of the largest dairy processing plants in the U.S. as it works to meet demand for Fairlife milk filtered to remove lactose and reduce sugar, while retaining the protein, executives said on a conference call Tuesday. It does so as more companies, from ingredient suppliers to supermarkets and cafes, meet consumers’ hunger for protein.

Interest in macronutrients has grown alongside the use of GLP-1 drugs, drugs used to treat diabetes, obesity and weight loss. About 12% of American adults take GLP-1 and its use is likely to grow, General Mills (GIS) said at its investor day this month. Coca-Cola CEO James Quincey said its expansion comes at a time when others are racing to launch their own protein-packed products.

“Competitors [are] “It comes into the space across all types of food and beverage,” Quincey said, according to a transcript made available by AlphaSense. “We think we have great brands; We have excellent products. “There will be a lot of new innovations.”

Many consumers – whether or not they take the above medications – are keen to add more protein, which makes people feel more full and helps build muscle, to their diets. (Americans generally get enough macronutrients, according to nutrition experts.)

The preference for protein eaters is appearing in a growing number of companies. Premier Protein Shakes were among the top five buys during Amazon’s (AMZN) past sales, according to Numerator, a market research firm. Meat snack brands like Slim Jim and Fatty were a strength for Conagra (CAG) last quarter, with sales by volume up 4% year over year.

Food and beverage manufacturers say they are leaning in this direction. J.M. Smucker (SJM) has introduced a high-protein version of its Uncrustables peanut butter and jelly sandwich, while Pepsi (PEP) plans to add it to Doritos. General Mills has rolled out protein-dense versions of its Cheerios, granola, mac and cheese and snack bars. The company plans to highlight the protein content of pet foods, executives said at the investor day.

“I can understand why you think we’re spraying protein everywhere,” said Dana McNab, president of General Mills’ North American pet and retail group, according to the transcript. “I really believe in what we have [research and development] The team has a special edge in how to make protein taste good.

The shift has boosted the business of Ingredion (INGR), which makes sweeteners, starches and other ingredients. The company said last month that the company is witnessing double-digit increases in demand for its protein fortification product.

Starbucks (SBUX) has added cold foam with extra protein. Grocer Sprouts Farmers Market (SFM) plans to talk “aggressively” about the hundreds of protein-rich items it is adding to the 3,700 products already in its inventory, CEO Jack Sinclair said this summer.

What’s next? PepsiCo, known for both drinks and snacks, is playing a role for protein seekers, but is also trying to get a head start on the next ingredient, PepsiCo CEO Ramon Laguarta said on a conference call earlier this month.

“We are launching products with a high fiber content,” Laguarta said, according to the text. “I think fiber will be the next protein.”