High protein diets began with body-builders and athletes using scientifically designed products in the form of specially formulated powders, beverages, and bars. Then, the push for protein shifted to health-focused men and women for weight management. To address today’s busy lifestyles,protein messaging has evolved to a more popular benefit—energy. New campaigns in the media and products hitting the shelves are focusing on providing more energy via protein, not only for adults, but for teens and children as well. Spurring on consumer appeal and usage are familiar, everyday foods in convenient formats—portable bars, wraps and snacks—that everyone can fit into their schedules.
The iconic “Got Milk?” national ad campaign has been replaced by the Milk Processor Education Program in favor of the new “Milk Life” campaign. The cross-platform campaign focuses its messaging toward those of all ages and emphasizes the power of protein providing energy in an emotional and inspirational tone.