‘Proteinmaxxing’ is ratcheting up prices and tempting snack companies to make recipes worseWhen David Protein began selling its bars in late 2024, the whey protein used in the products cost $7 per pound. Today, it's $12 per pound. Peter Rahal, David’s founder and CEO, said a wave of demand for high protein foods—dubbed “proteinmaxxing”—is behind the skyrocketing prices,
according to Fortune’s Sasha Rogelberg. “People are trying to get more protein to look better,” Rahal told
Fortune. “You’re seeing protein capitalism at play.”
The recent obsession with protein isn’t fueled by bodybuilding or diet fads, but rather by the increasing use of GLP-1 weight loss drugs, which can suppress appetite and require users to pivot to nutrient-dense foods, such as those high in protein, to avoid muscle loss.