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The Kardashian-founded brand’s debut features three popcorn flavours sprinkled with a signature Khloud dust, a milk protein seasoning boasting seven grams of protein per serving. Khloud is the latest brand to lean into the growing obsession with protein. The wellness industry has a somewhat fixation with clean ingredients. Protein products up until this point have often been made with artificial sweeteners and dyes (and, according to one Harvard Business School study, toxins), suggesting a market primed for a clean up. As the MAHA (“make America healthy again”) movement gains traction in the US with a promised crackdown on “ultra-processed” foods, that move may materialise faster. Some brands already capitalising on the trend include Kroma, a range of high-protein, functional foods that retails at fitness club Equinox. Customers can purchase a “high-protein bundle” of products including chicken bone broth with 12g of collagen protein and super porridge with 8g. Likewise, Bill Gates-backed Nature’s Fynd makes protein patties out of fungi protein discovered in the geothermal springs of Yellowstone National Park and now grown via fermentation. Influencers championing the trend include Ballerina Farm founders Hannah Neeleman and Daniel Neeleman, who have over 10 million followers on Instagram thanks to their country-living aesthetic. Their newly launched “ingredient-conscious” protein powder is made with calf-first sourced bovine colostrum, which the pair began drinking when they acquired their farm’s first milk cow, Dandy. The Be Well protein powder by nutrition influencer Kelly LeVeque, meanwhile, is promoted as being made from Swedish grass-fed beef protein free from artificial additives.Officials Kamala In 20Never Anti Kamala Harris Tee Shirt
Another route for innovation is tailoring protein products to specific demographics — from GLP-1 users to pregnant women. Brands investing in this include Ritual, which creates protein powders and supplements for pregnant and post-postpartum women. Prolon has a longevity-focused protein powder that is formulated to ensure low levels of IGF-1, a pathway known to accelerate aging. Innermost retails specialised protein for a range of concerns including weight loss and immunity. Some brands are exploring the possibility of using tech and tracking devices. Levels, a health-tracking platform co-founded by President Trump’s appointed surgeon general Casey Mean, offers a protein-tracking feature. 10X Health’s Precision Genetic Test offers personalised insights into protein metabolism.
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