The protein craze that turbocharged energy bars and meat sticks is now coming for sugar-frosted Pop-Tarts.

Starting in early November, pop-tart maker Kellanova will offer a version of the sprinkle-strewn toaster pastries with the kind of higher protein content reserved for what are typically considered healthier foods. This follows PepsiCo Inc.’s plans for a higher-protein version of Doritos. Elsewhere, protein is being added to popcorn, pasta, bread, cookie dough, ice cream and macaroni and cheese.

The trend shows how packaged-food companies are betting that protein can lure back shoppers who have moved away from highly processed products. Food companies say consumers are looking for some nutritional benefit even in foods that aren’t considered healthy as they try to lose weight and ward off cravings. Many users of GLP-1s are also increasing their protein intake to help retain muscle mass.

“A Pop-Tart is a bit of a treat,” said K. T. Mccann, vice president of research and development and innovation for Kellanova North America. “The opportunity for us was to bring a little bit of protein to something they already love.” Kellanova sold nearly 3 billion of the toaster pastries in 2023.

The global market for foods fortified with protein is estimated to reach more than $100 billion by 2030, up from roughly $67 billion in 2023, according to Grand View Research.

“I don’t think we’re anywhere close to the peak” of protein demand, which has been building for years, according to Randy Burt, a managing director at AlixPartners specializing in food and beverages. “Most consumers in the U.S. believe they need to increase their intake of protein,” he added, predicting that increasing popularity and availability of GLP-1 drugs such as Wegovy and Mounjaro would continue to fuel demand for protein.

First sold in 1964, the Pop-Tart was originally called a “fruit scone,” but was quickly renamed. In 1967, the company added frosting that wouldn’t melt in the toaster and the following year, it added sprinkles. Today, there are dozens of flavors of the toaster pastries as well as Pop-Tart branded breakfast cereal and a miniature version known as “Bites.”

The new versions of Pop-Tarts will have 10 grams of protein per serving in three flavors: brown sugar cinnamon, strawberry and blueberry. To up the protein intake, the company is adding wheat protein concentrate and a milk protein concentrate to the dry ingredients that are used to make the toaster pastries’ dough.

The filling, frosting and sprinkles will remain the same and the pastries will overall appear very similar to their standard counterparts, though they will taste slightly different, Mccann said.

“When you add protein to things, it browns a little differently,” she said. “It creates a bit of a toasty flavor to the dough, or the crust of the Pop-Tart.”

The sugar content will be similar to regular Pop-Tarts, which have about 30 grams of sugar per serving, depending on the flavor. That’s roughly 60% of the recommended daily intake. The high-protein version will cost $3.99 for an eight-pack, compared with $3.49 for the standard pastries.

Kellanova developed Pop-Tarts Protein after getting the request from several retailers in the spring. The products were developed on an accelerated timeline given strong demand for protein-infused foods.

The food industry’s “from-the-griddle” category, which includes Eggo waffles, is the fastest-growing segment of frozen breakfast foods, with higher-protein options driving that growth, Kellanova said. Eggo waffles hold 54% of that “from-the-griddle” market, according to the company, which also makes NutriGrain snack bars and Pringles chips.

Kellanova already sells a high-protein version of Eggo waffles, which they renamed earlier this year to emphasize the protein content.

Big restaurant chains have also sought to capitalize on the trend: Starbucks recently added new protein lattes and cold foams to its menu. The coffee chain plans to launch ready-to-drink versions in grocery stores next year.

Still, big food companies have lagged behind startups and even private-label brands when it comes to protein, said Oisin Hanrahan, chief executive officer of Keychain, an AI-powered manufacturing platform for the consumer packaged goods industry.

“Insurgent brands are on the forefront of pushing the boundaries on innovation, but private-label teams are quickly adding protein to more products,” he said, “and they’re doing it faster than the biggest legacy players.”

Mccann said small companies can be “nimble and fast” but noted that Kellanova has also acted quickly to add protein to its products.

She also referred to acquisitions, such as the company’s purchase of RXBar, which was announced in 2017.

“There’s probably more to come around protein and not just from us, but across the board,” she said. “It’s going to keep coming.”