Why Every Brand Is Selling High-Protein Snacks | Rooted Living

Walk down any grocery aisle today and it feels like every package is screaming the same thing: PROTEIN! Cereal boxes, chips, even cookies and candy bars now proudly flash “high protein” claims.

But here’s the thing: not all high-protein snacks are created equal. Just because a snack boasts a protein boost doesn’t automatically make it healthy — and sometimes, it’s just clever packaging.

Let’s unpack why protein has become food’s buzziest marketing term, how to spot the BS, and how to make choices that actually serve your body and your values.

Protein has always been essential — it’s one of the three macronutrients that fuel us, alongside fats and carbohydrates. But in the last decade, the way brands sell protein has shifted dramatically.

• Between 2012 and 2022, the global protein supplement market nearly doubled, growing from $18.9 billion to over $36 billion.

• More than 60% of U.S. adults now say they actively seek protein in their diet, not just bodybuilders or gym enthusiasts.

• Even legacy brands like General Mills and PepsiCo are racing to reformulate products to include more protein, hoping to capture health-conscious consumers.

Protein has transformed from a nutrient into a marketing halo — something that makes any product feel instantly healthier, even if the rest of the ingredient list tells a different story.

Here’s why the word protein is so powerful on a package:

1. It feels virtuous. Unlike sugar or fat, which often carry negative connotations, protein has near-universal appeal. People associate it with strength, satiety, and energy.

2. It’s linked to goals. Whether someone’s focused on weight management, muscle recovery, or just avoiding the afternoon crash, protein ticks all the boxes.

3. It plays into “more is better.” Even if you’re already meeting your daily protein needs, it’s tempting to grab a snack that claims 20g protein over one with 5g.

But here’s where the BS creeps in: a protein-labeled snack doesn’t necessarily mean it’s better for you. Some are loaded with added sugars, artificial ingredients, or ultra-processed protein isolates that don’t offer the same benefits as whole-food sources.

How Much Protein Do You Actually Need?

The average adult needs around 0.36 grams of protein per pound of body weight per day — that’s about 50–70 grams for most people. Athletes or highly active folks may benefit from more (closer to 1 gram per pound), but most Americans already meet or exceed their daily protein needs without supplements.

So, while it’s not harmful to eat extra protein, it’s also not a magic nutrient. If the rest of your diet is imbalanced or full of processed foods, those protein grams won’t offset it.

Spotting the BS in High Protein Snacks

Here’s how to look past the shiny label and decide if a protein-branded product is worth your cart space:

• Check the source. Is the protein coming from nuts, seeds, oats, legumes — or just isolated whey/soy protein powders? Whole-food sources offer fiber, vitamins, and minerals along with protein.

• Watch the sugar. Many “protein bars” pack in 15–20 grams of added sugar — that’s like eating a candy bar with a sprinkle of protein powder.

• Don’t forget balance. Protein is important, but so are carbs and fats. A bar with 20g of protein but no fiber, no micronutrients, and tons of additives isn’t a balanced snack.

Where Rooted Living Fits In

At Rooted Living, we’ve never been about chasing food fads. We care about creating snacks that are wholesome, satisfying, and aligned with your values.

Our granola isn’t marketed as a “protein product,” but here’s the secret: whole ingredients like nuts, seeds, and oats naturally provide protein — in a way your body recognizes and uses. A serving of our granola delivers 5–7 grams of plant-based protein, plus fiber, healthy fats, and minerals.

It’s not about loading up on 20 grams at once; it’s about getting steady, balanced fuel that keeps you full and energized throughout the day. And unlike most snacks on shelves, ours come in 100% compostable packaging — because fueling your body shouldn’t come at the expense of the planet.

The Bottom Line on High Protein Snacks

Protein is essential, but the sudden surge of “high protein” everything is more about marketing than nutrition. The next time you see bold protein claims, pause and check the full picture:

• What’s the source of the protein?

• How much added sugar or processing went into it?

• Is it balanced with other nutrients your body needs?

If it checks out — great. If not, remember: sometimes the simplest foods (like a bowl of granola with almond milk, or an apple with peanut butter) are already doing the job, without the flashy claims.

So if you DO want a high protein snack that offers more than just protein but will also give you whole grains and nuts/seeds for a perfectly rounded breakfast or snack.... use secret discount code proteinandmore for 10% off your order. 😉

Citations:

1. Grand View Research, “Protein Supplements Market Size, Share & Trends Analysis Report 2023–2030.”

2. International Food Information Council, 2022 Food & Health Survey.

3. U.S. National Library of Medicine, “Protein in Diet” (MedlinePlus).

4. USDA Dietary Guidelines for Americans, 2020–2025.