“We’ve been talking about protein for the past few years but it has legs,” said Innova’s Lu Ann Williams, adding that protein had moved beyond sports recovery. Many mainstream products such as Cheerios have launched SKUs with a protein claim. The trend is most prevalence in dairy and cereals but is also true to chocolate confectionery because chocolate helps to mask the protein flavor. Innova said that soy protein was the mainstream source, but there has been an increase in launches with whey protein, pulse proteins and algae protein. Insect proteins are also beginning to emerge.