Just as big food makers like General Mills and PepsiCo are catching up to the high-protein trend with products like protein-packed Cheerios and Propel water, a sense of protein fatigue is setting in. 

In 2025, a number of beloved American classics got injected with a dose of protein. Kellanova rolled out its line of protein Pop-Tarts in November, taking inspiration from challenger Legendary Foods, which helped popularize gluten-free and keto-friendly toaster pastries. The new Pop-Tarts offer 10 grams of protein per serving and come in flavors like strawberry, blueberry and brown sugar cinnamon. Not to be outdone, Doritos protein chips are coming to shelves in 2026.

From a sales perspective, there are few signs that protein mania is slowing down. But on social media, some brands and consumers are starting to poke fun at the onslaught of protein-filled products. Sweetgreen, for example, ran a social media campaign last year making fun of items like protein popcorn and protein cold foam, while calling out the amount of protein that Sweetgreen offers through “real nourishment.”

Will protein fatigue hit in 2026? – Modern Retail