Kraft Natural Cheese is making a bold move into the high-protein market, and it could signal a bigger shift for America’s dairy aisle.
→ The protein craze isn’t just for gym bags and supplement shelves anymore. Kraft Natural Cheese, operating under parent company Lactalis, is rolling out a new lineup of protein-enriched cheese products designed to catch the eye of nutrition-minded shoppers. The launch puts one of the most recognized names in dairy squarely at the center of food’s hottest macro trend.
tldr
- Kraft Natural Cheese is launching new products with elevated protein content, targeting health-conscious consumers.
- The move aligns Kraft with the broader protein trend that has reshaped snacking, breakfast, and center-store categories.
- As a Lactalis brand, Kraft is well-positioned to scale these innovations across retail and foodservice channels.
Consumer appetite for protein shows no signs of slowing. Research consistently points to high-protein diets as a top priority for shoppers across age groups, and brands that can credibly deliver on that promise, without sacrificing taste or convenience, are winning shelf space. Kraft Natural Cheese, with its deep retail penetration and built-in consumer trust, is well-placed to capture that demand.
The new products lean into what makes cheese a naturally compelling protein vehicle: it’s a whole food, familiar, and versatile. For Lactalis, the timing makes strategic sense. Protein-forward dairy products command premium pricing, and the segment is growing faster than conventional cheese categories.
For retailers and foodservice operators, this is a signal worth watching. As the protein trend continues to mature, expect dairy (long underplayed in the functional food conversation) to claim a more prominent seat at the table.
Source: Food Dive. https://www.fooddive.com/news/lactalis-kraft-protein-cheese-heineken-nonalcoholic-butterfinger-french-toast/812208/
