For many, candy and desserts are off-limits or restricted to the occasional treats, but several emerging better-for-you brands – including Protein Candy – are making it easier for consumers to indulge by drastically reducing sugar and adding desirable nutrients, like protein and fiber, without compromising taste or mouthfeel.
Launching across North America last September and expanding in the US currently, Protein Candy is a relative newcomer to the fast-growing better-for-you confections category, but the company’s Director of Marketing Morgan Kingdon said it saw an unmet need – and an opportunity to expand the category’s appeal beyond consumers who are cutting sugar to those who also seek added value.
She explained that “25% of people believe in quote-unquote better-for-you candy,” and Protein Candy is “trying to make it a little bit higher than that by giving you more of what you need,” including protein.
Protein Candy’s expanded appeal: From caregivers to fitness enthusiasts and GLP-1 users
She explained that while many of the early movers in the better-for-you sweet set targeted caregivers seeking healthier options for children by reducing sugar or boosting fiber, Protein Candy not only checks these boxes but also appeals to fitness-focused individuals who want an alternative to post-workout protein shakes or bars.
“We have 14-grams of complete protein per 55-gram bag, but only 4 grams of sugar and 6 grams of fiber,” which far exceeds the protein offering of competitors, Kingdon said. Many competing better-for-you sweets offer around 3 or 4 grams of protein per serving.
Kingdon added the brand’s protein source also sets it apart from the competition.
“The protein source for us is a whey isolate protein. We wanted to make sure we were giving people a complete source of protein, not just a collagen – which is great, but it is not going to help you build lean muscle if that is what your goal is, which for our consumers is often the goal,” she said.
She added the higher protein content also will appeal to consumers seeking satiety “as quickly as possible,” which has emerged as a top priority alongside deepening interest in weight loss and the use of GLP-1 medications.
Finally, she said, the brand’s decision to focus on protein is grounded in the insight that consumers want simplicity in an era when many feel nutrition and fitness goals have become over-complicated.
Protein Candy is leaning into its protein positioning with a marketing campaign focused on “Snack Strong, Power Up,” which Kingdon explains is about giving shoppers confidence they are consuming the macronutrients they need to fuel their day and “tackle whatever they decide to take on.”
Protein Candy’s unique mouthfeel solves ‘a big problem for a lot of people’
While enhanced nutrition is fundamental to Protein Candy, Kingdon acknowledges most people reach for candy “first and foremost because they want a treat,” and not because it has protein.
That is why the brand also prioritizes fun in its packaging and marketing and offers a range of four flavors, including bold fruits and nostalgic options in “classic” and sour.
The added protein and reduced sugar in Protein Candy resulted in a different mouthfeel than other gummies or chews, but Kingdon says this is another benefit – not a sacrifice.
“Protein Candy’s mouthfeel is a mix between a marshmallow and a gummy and a bit of a Starburst chew. So, it has a really nice punch of flavor, but you are not going to get what you get with normal gummies, where it gets stuck in your teeth,” she said. “That was really a really important part for us to make sure we were delivering on something that people who love candy would like,” because “we are solving an issue that is a big problem for a lot of people.”
