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Protein-packed candy delivers indulgence and nutrition

Protein Candy, launched in September 2024, claims to be the world's first "super candy." Designed to combine indulgence with high nutritional value, the candy gummies offer 14 grams of protein, 4 grams of sugar, 6 grams of prebiotic fibre, and 140 calories per serving.

Protein Candy launched its first range of confectionaries in North America on September 9, 2024. It is positioned as a hybrid between an indulgent candy and a functional snack, catering to candy lovers looking for a sweet treat and fitness enthusiasts wanting to hit their daily protein targets.

The candy comes in four flavours: Classic Fruit, Classic Fruit Sour, Berry Punch, and Tropical Punch.

Each 55-gram pack comes in at 140 calories and contains 14 grams of protein, 4 grams of sugar, and 6 grams of prebiotic fibre from soluble corn fibre. All four flavours are naturally sweetened with monk fruit juice concentrate and stevia leaf extract, with protein from whey isolate and hydrolysed collagen.

Depending on the flavour, the product range uses natural flavour and colours derived from ingredients including carrot, sweet potato, turmeric, spirulina, blackcurrant, blueberry, and apple. Other ingredients include isomalto-oligosaccharides, water, vegetable glycerine, gelatin, citric acid, malic acid, sunflower lecithin, fumaric acid (Classic Fruit Sour), and vegetable oil (Classic Fruit Sour).

Protein Candy is available across major Canadian retailers like Sobeys, Safeway, Circle K, and Popeye’s, retailing for a recommended price of $4.99 per 55g pack. 12-pack boxes are also available online, across North America, through its website.

How protein products fit into indulgent snacking

Low sugar but high in fibre, high protein but low in calories, and indulgent but nutritional, are just some of the claims consumers are asking for when it comes to snacking. Creating products that simultaneously address all of these is a challenge, but one many brands are working towards to stay relevant in the ever-changing snacking world.

As consumers demand healthier alternatives, snack products that combine indulgence with health benefits are increasingly being developed and hitting supermarket shelves. According to Global Newswire the global market for sugar-free confectionery, calculated at $ 2.45 billion in 2024, is expected to reach $4.13 billion by 2034.

When it comes to protein, food product launches with high/added protein claims have been steadily climbing over the years. According to Mintel’s Global New Product Database (GNDP), food products launched in 2016 carrying this claim made up 5.2% of all launches, flash forward to 2019 and these claims had grown by almost 50%, making up 10.2% of all launches.

Better-for-you, functional snacking

Nearly 73% of consumers globally eat foods and beverages weekly they would consider as a small indulgence, or treat, as reported by FMCG Gurus in its Top Ten Trends for 2024.

Yet, for many, healthiness seems to be as important an attribute as indulgence. According to 2023 research from Innova Markets Insights research, approximately one-third of individuals increased their consumption of better-for-you snacks, and when it comes to the types of snacks that fit within this, the properties consumers identified as ‘healthy’ included boosted positives like protein or fibre, and reduced negatives like sugar or fat.

Protein Candy, marketed as confectionary, while delivering 14 grams of protein, low-sugar, and added fibre, answers this demand, turning a typically indulgent treat into a more functional snack and allowing consumers to indulge while still meeting their nutritional needs.

High protein snack innovations

Candy is not the only snack category getting a protein-boosted makeover. Brands are also incorporating protein powders into their savoury snacks.

Recent product launches include Laperva’s BBQ Protein Chips launched in the United Arab Emirates (UAE). The base of these chips is soy protein, making up 49% of the ingredients, followed by 20% potato. Per 55 g serving, these chips provide 20 g of protein and 217 calories, and according to the brand contain 70% less fat compared to standard chips.

Quest also launched Protein Chips in the UAE. The cheesy tortilla chips include a protein blend of milk protein isolate and whey protein isolate, alongside ingredients like corn starch, sunflower oil, soluble corn fibre, and psyllium husk.

Brazil-based Shark Pro Suplementos recently debuted its Onion Crispy Protein baked corn snack, containing corn grits alongside whey protein concentrate to create a crispy chip-like snack.