Food & Beverage — Why Protein's Evolution from Ingredient to Platform Shows Food's Future

Food & Beverage · 2026-03-07

OPENING This week's food industry news reveals a fascinating shift in how protein is being reimagined across categories. From Beyond's strategic rebrand dropping "Meat" from its name to PepsiCo infusing Doritos with protein credentials, we're witnessing protein transform from a mere ingredient into a full-fledged platform play.

The signals are unmistakable. Beyond's name change isn't just corporate window dressing – it's a calculated bet that protein innovation has outgrown its original plant-based meat paradigm. By expanding into beverages and positioning itself for broader protein applications, Beyond is acknowledging what industry veterans have long suspected: the future of protein isn't about mimicking existing categories, but rather about reimagining how protein can enhance any food or beverage experience.

This protein-forward thinking is equally evident in PepsiCo's latest move with Doritos. By adding functional protein to an iconic snack brand, PepsiCo is betting that consumers no longer compartmentalize their protein consumption to traditional sources. The protein enhancement of comfort snacks represents a sophisticated understanding that modern consumers want their indulgences to work harder for their health.

Even the emergence of Caliwater with its celebrity backing points to a broader shift in how functional benefits are being marketed to consumers. While cactus water's natural protein content isn't its primary selling point, its positioning as a functional beverage aligns with the industry's wider move toward nutrient-dense offerings that deliver multiple benefits in convenient formats.

WHAT TO WATCH In the coming months, watch for more established brands to retrofit their portfolios with protein enhancements, while new entrants will likely launch with protein as a foundational platform rather than a singular feature. The real winners will be those who can seamlessly integrate protein benefits without compromising on taste or authenticity. The next frontier isn't just about adding protein – it's about making protein invisible while making its benefits impossible to ignore.