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GoMacro is entering a new category with MacroSquares, its first new snack bar platform since launching MacroBar in 2004. Developed over three years, the organic, vegan bars combine nuts, seeds, nut butters and a chocolate or caramel dip to address growing demand for balanced nutrition and elevated snacking experiences.

RXBAR has added Chocolate Chip Peanut Butter to its High Protein lineup, offering 19g of plant-based protein made with six recognizable ingredients. The launch reflects growing consumer demand for high-protein snacks that balance nutritional benefits, ingredient transparency and indulgent taste.

Neuro has expanded its functional gum lineup with a limited-edition Watermelon Energy & Focus Gum. The launch reflects growing demand for convenient energy solutions that pair functional ingredients with nostalgic, trend-forward flavors in portable formats.

Fields Good has entered the functional snacking space with a lineup of cookies formulated to support focus, sleep and protein intake. Founded by Ashley Fields, daughter of Mrs. Fields founder Debbi Fields, and Kim Anderson, the brand aims to blend wellness-focused ingredients with the taste and texture consumers expect from traditional bakery-style cookies.

AdvoCare introduced a Banana Taffy flavor of its Spark energy drink, blending a nostalgic candy profile with vitamins, amino acids and caffeine. The launch highlights how indulgent, familiar flavors continue to shape innovation in better-for-you energy formulations.

Each bite delivers up to 2g of fiber and 1 billion live probiotics in a familiar chocolate format. For product developers, the launch highlights how functional benefits can be built into indulgent categories consumers already enjoy regularly.

Premier Protein is entering the baking and breakfast space with new Muffin Mixes and Microwavable Muffin Cups developed with Hometown Food Company. The launches extend the brand’s protein-first strategy into convenient, everyday formats designed for at-home and on-the-go eating.

JUNKLESS is expanding its protein bar lineup with Peanut Butter Chocolate Brownie, pairing candy-bar indulgence with a functional nutrition profile. The launch reflects rising consumer interest in protein- and fiber-forward snacks that fit modern eating habits.

Smearcase, a New York City–based startup, has won the $100,000 Grand Prize at the Real California Milk Excelerator product innovation competition. The brand’s cottage cheese–based ice cream reflects growing interest in protein-forward, functional dairy formats that bridge indulgence and performance nutrition.

Khloé Kardashian’s better-for-you snack brand Khloud is expanding its popcorn lineup with the launch of Cinnamon Roll Protein Popcorn. The new flavor blends sweet and savory notes while reinforcing the brand’s focus on protein-forward snacking with all-natural ingredients and no seed oils.