Boost Your Health: How Babybel, Danone, and Nestlé Are Powering Profits With High-Protein Foods

From snackable spreads to plant-based and light products, the food industry has now embraced the “protein-packed” trend. A recent example is the launch of highly proteinized Mini Babybel cheeses by the Bel Group. The black packaging, an unusual choice in the food industry, helps the product stand out. “18% more protein, 33% less fat,” announces the manufacturer. “Protein-enriched products are more than just a trend; they represent a highly profitable niche,” explains food innovation expert Xavier Terlet, director of ProtéinesXTC. “Major brands have noticed a strong consumer demand for high-protein products and are entering the market one after the other. By adding this magical ingredient, they rejuvenate their appeal and justify price increases.”

According to a study by the Kantar Institute, protein content is an important purchasing criterion for 15% of the French population. This is significant in markets like yogurt, which is worth over 1 billion euros annually but is not growing.

Following sandwich breads, biscuits, spreads, “vegetable milks,” and fresh dairy products, industrial cheeses are now entering the market. Besides Bel (projected turnover of 3.7 billion euros in 2025), its competitor Savencia is launching a high-protein version under its Fol Epi brand – also in black packaging –, and retailer Carrefour’s Sensation brand offers mini cheeses called “High Protein.”

Danone was a pioneer with its skyr products, sold at 30% higher prices than its regular yogurts. Its target: fitness enthusiasts who were already accustomed to preparing ultra-protein drinks with powders purchased from sports stores. “Athletes, including influencers who provide nutrition advice, have served as ambassadors,” explains Xavier Terlet. “However, we must be honest, there has never been a reported protein deficiency in the French population.”

Danone has enhanced all its existing ranges with proteins, allowing it also to raise its prices, and has even created a dedicated brand marketed as a real magic potion, especially for the Paris 2024 Olympics: HiPro. Meanwhile, its rival Nestlé, in partnership with Lactalis, introduced the Lindahls Protein brand in France.

While the niche appears to be an excellent source of profits, it is not necessarily good for health and the environment. Protein-rich products are higher in calories, often very sweet, salty, and ultra-processed, with concerning effects on obesity and diabetes epidemics. Additionally, adding proteins requires producing (or importing) more milk, while cattle farming is one of the activities that emit the most greenhouse gases. It’s hard to have your cake and eat it too.