The Innova Database tracks passive health claims—such as “high,” “low,” “no,” and “free”—and when it comes to the top 10, the “high/source of protein” on-pack claim has grown the fastest over time (though “no high fructose corn syrup” claim was not far behind).

From 2022 to 2025, the Innova Database tracked an 11.4% compound annual growth rate (CAGR) increase in bakery launches making a protein rich claim in the USA.

Protein paced bread category launches many processors including Bimbo Bakeries USA Inc., The Kroger Company, Lewis Brothers Bakeries Inc., and Flowers Foods Inc. New protein offerings from Bimbo last year included Oroweat Protein Wheat Bread with 20g of protein for two slices and Thomas’ High Protein Bagels (20g per bagel). Kroger’s broad Simple Truth Protein line also included Everything Bagels (17g protein per bagel) while Lewis Brothers launched Lewis Bake Shop Better Way Protein Bread with 11g protein per slice. Flowers Foods also extended its Nature’s Own line with a Wheat + Protein loaf. With 9g of net carbs, the new loaf includes 22g of protein (13%DV) in every two-slice serving.

APPETIZERS & SIDE DISHES • BAKERY • BEVERAGES • BREAKFAST CEREALS & BARS • DAIRY • PREPARED MEALS & ENTREES • MEAT & POULTRY • PIZZA • PLANT-BASED DAIRY • PLANT-BASED MEAT, POULTRY & SEAFOOD • SAUCES, DRESSINGS & SPREADES • SEAFOOD • SNACKS & CONFECTIONS

Mars’ Kellanova unit also tackled breakfast with Eggo protein pancakes (13g) and waffles (10g) and even its Pop-Tarts brand joined in the fun with Protein Toaster Pastries line, each with 10g of protein per item. Elsewhere, Rich Products Inc. bolstered its Farm Rich line with frozen High Protein French Toast Sticks, each delivering 13g of protein per serving.

Can protein turn an indulgence like donuts into a healthy choice? Legendary Foods LLC, Santa Monica, Calif., makes that bet with its own lines of toaster pastries, sweet rolls and even donuts—all with 20g of protein per serving.

Cookie and cracker makers also were bullish on protein. New offerings here included a Baked By Sticky High Protein Chocolate Chip Cookie (Sticky Fingers Bakery, Washington, D.C.) and Thunderbird Protein Cookies (Garnea, LLC / Wella, Lockhart, Texas). Milton’s Baking Co. LLC, Carlsbad, Calif., took things in a savory direction with Protein Crackers (10g) in three flavors: Zesty Ranch, Crispy Sea Salt and Real Chili.

One interesting new entry were 3PM Afternoon Bites Soft Baked Oat Cookies (Cranberry/Flaxseed and Dark Chocolate/Almond) specifically targeted at the “afternoon slump.” These plant-based cookies boast 5g of protein per cookie plus postbiotics. 3pm LLC, San Antonio, Texas, notes “postbiotics are beneficial bioactive compounds extensively studied to reveal effectiveness in supporting year-round immune health that helps enhance productivity, performance and recovery.”

Also taking a unique approach was ChipMonk Inc., another Texas company. Last spring saw it introduce two GLP-1 Boosting Cookies (Chocolate Chip Protein, Classic Chocolate Chip Pecan). With growing interest in GLP-1 friendly food products, each cookie has 7g of dietary fiber and 7g-10g of protein per one cookie serving.

Even baking mixes got in on the high protein action. Walmart’s Bettergoods Protein Pancake and Waffle Mix and Kroger’s Simple Truth Protein Muffin Mix and Brownie Mix were examples.

Full Flavor

Ready for full flavor? Pop star Taylor Swift no doubt gave sourdough a rise when she was on a podcast and mentioned her passion for at-home sourdough baking. For that matter, sourdough bread certainly was trendy last year. Flowers Foods introduced a Nature’s Own Sourdough Small Loaf Bread (for smaller households) as well as an organic Dave’s Killer Bread Supreme Sourdough with a “special double-fermentation process.” Other new West Coast offerings included Izzio Organic Artisan Sandwich Breads (Izzio Artisan Bakery, Louisville, Colo.) and Sourdough Bagels from the Seattle Sourdough Baking Company.

Still more flavorful bakery offering targeted indulgence. Innovation here borrowed from adjacent categories lit a fire under bread innovation.

South Korea’s UNLIMEAT, Seoul (with a San Jose, Calif., office) introduced its Cinnamon Hotteok Korean Sweet Pancake, a filled pancake to put “Korean sweet pancakes” concept on the map. Elsewhere, Bakehouse Bread Company LLC, Tuscan, Ariz., introduced Pancake Bread (featuring buttermilk and maple syrup) and United States Bakery (Franz), Portland, Ore., also introduced a limited-time Pancake Bread. In private label, Aldi launched Benton’s Maple Pancake Cookie Thins

How about waffles? Imported from Belgium, frozen Magic Waffles by Betramos are filled with custard or Belgian chocolate. Walmart noticed this trend too and included Custard Filled Waffles in its new bettergoods line. Last spring saw Canada’s NuStef Baking, Vaughan, Ont., introduce TeaFusions Waffle Cookies in four flavors: Chai Apple, Black Tea & Currant, Earl Grey & Passion Fruit, and White Tea & Peach. Each features real fruit.

The filled, mini waffle cone is a newer concept. New examples here included Sprouts Farmers Market Maple Flavored Waffle Cones (filled with milk chocolate) and Evergreen USA LLC’s Just the Fun Part Dubai Milk Chocolate and Pistachio Cream Cones with Crispy Kadaifi. The latter tapped the Dubai chocolate social media trend that blew up in 2025.

Speaking of bite-sized bliss. Last fall saw Sprinkles Chocolate, Austin, Texas, introduce Cupcake Bites in four flavors including Birthday Cake, Cookie Dough, Red Velvet, and Cookies & Cream”

Indulgence also involves iconic ingredients, like butter and chocolate. Last summer, Bimbo Bakeries USA introduced Ball Park Butter hamburger and hot dog buns, each enhanced with “rich, buttery flavor.” Elsewhere, Sprout’s Farmers Market introduced a Chocolate Swirl Brioche and Lewis Bakeries introduced a Lewis Bake Shop Cold Brew with Cocoa “Special Recipe Breakfast Bread.”

Added crunch, novel formats, and spicy flavors promise fertile innovation ground for crackers in the future.

Mars Incorporated introduced Cheez It Crunch, a waffle-shaped cracker in flavors such as Zesty Jalapeno Cheddar. In other moves, Mars also extended Cheez-It with its “first-ever” Original Gluten Free Crackers, plus Cheez-It Grooves Loaded Nachos and Snap’d Honey BBQ Crackers. Kellanova’s Club Crackers launched a Club Minis Hidden Valley Ranch variety and Club Extra Buttery Crackers.

Elsewhere, Campbell’s bolstered its Goldfish line with Seasoned Hot Buffalo flavored pretzels and Goldfish limited-edition “Awesome Sauce” flavored crackers (said to offer a “sweet, smoky, and tangy” flavor).