What's happened
As of late October 2025, protein-enriched foods are expanding beyond traditional categories, with Kellanova launching protein-packed Pop-Tarts and PepsiCo planning protein-enhanced Doritos. Meanwhile, Dubai-style chocolate bars, known for their thick texture and exotic fillings like pistachio and tahini, continue their global surge, inspiring diverse products and causing a pistachio shortage. Nutritionists emphasize balanced meals with protein and fiber for health benefits.
What's behind the headline?
Protein-Enriched Foods: A Growing Market
The expansion of protein into traditionally indulgent snack categories like Pop-Tarts and Doritos reflects a strategic shift by food giants to meet health-conscious consumer demands. This trend capitalizes on the growing global protein market, projected to reach $47.4 billion by 2032, and appeals especially to younger demographics seeking convenient, customizable, and functional foods.
Dubai Chocolate: Beyond a Trend
Dubai chocolate bars have transcended viral status to become a sustained global phenomenon. Their unique combination of thick milk chocolate, creamy pistachio-tahini fillings, and crunchy kadayif pastry offers a sensory experience blending luxury and novelty. The surge in demand has even caused a pistachio shortage, underscoring the economic impact of food trends driven by social media.
Nutritional Perspectives
Nutritionists stress the importance of balanced meals featuring lean proteins and fiber-rich vegetables to support muscle maintenance, metabolic health, and gut microbiome diversity. While protein-enriched snacks offer convenience, whole-food diets remain foundational. Experts caution against skipping meals like breakfast, which can lead to nutrient deficits and poorer dietary choices later.
Environmental and Health Considerations
The environmental footprint of ultra-processed foods, including those with added protein or synthetic dyes, remains a concern. Meanwhile, companies like PepsiCo are responding to regulatory pressures by removing artificial colors and exploring healthier ingredient profiles, signaling a broader industry shift toward transparency and sustainability.
Outlook
The protein snack trend will likely continue expanding into new categories, driven by consumer health awareness and brand innovation. Dubai chocolate's global proliferation suggests that indulgent, textured confections with exotic ingredients will remain popular. Consumers should balance these trends with whole-food nutrition and mindful consumption to optimize health outcomes.
What the papers say
Business Insider UK’s Katherine Tangalakis-Lippert highlights Starbucks’ new protein cold foam, praising its taste and appeal to health-conscious millennials, noting CEO Brian Niccol’s emphasis on cold foam’s popularity growth. Bloomberg reports Kellanova’s upcoming protein Pop-Tarts and PepsiCo’s protein Doritos, illustrating the protein trend’s expansion into snacks. The Independent details PepsiCo’s removal of artificial dyes following FDA initiatives, alongside plans to enhance products with protein and fiber, reflecting industry adaptation to health and regulatory pressures.
On Dubai chocolate, The Independent’s Katie Workman and AP News describe the product’s origins, unique texture, and global spread, noting its influence on pistachio demand and adoption by major retailers like Trader Joe’s and Lindt. The Guardian’s Tom Hunt provides a nuanced view on chocolate quality and flavor, emphasizing the importance of origin and ethical certification, which contrasts with the indulgent, mass-market appeal of Dubai chocolate.
Nutrition insights from Business Insider UK and The Independent stress balanced diets rich in protein and fiber, cautioning against skipping breakfast due to potential health risks. Gulf News offers practical advice on moderation during festive eating, underscoring the importance of balanced meals to avoid digestive issues.
Together, these sources paint a comprehensive picture of evolving food trends, industry responses, and nutritional guidance, offering readers both market developments and health context.
How we got here
The rising consumer demand for protein-enriched foods has led major brands like PepsiCo and Kellanova to innovate snacks with added protein. Concurrently, Dubai chocolate bars, created in 2021 and popularized via social media, have become a global confectionery trend, blending indulgence with exotic flavors and textures. Nutrition experts highlight the importance of balanced diets rich in protein and fiber for metabolic and gut health.
Go deeper
- How are major brands innovating with protein in snacks?
- What makes Dubai chocolate bars unique and popular?
- Why do nutritionists emphasize protein and fiber in diets?
Common question
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Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961.