Protein has slowly but steadily moved into the mainstream of everyday snacking. Once reserved for gym routines and post-workout shakes, it’s now becoming a common expectation for people navigating packed schedules and long days. Consumers aren’t just snacking more often; they’re looking for snacks that offer something more, without asking them to overhaul their routines.
From parents managing weekend activities to professionals moving between events, snacks that deliver familiarity and function have increasingly become essential. Protein, in particular, has emerged as a key driver, offering sustained energy without sacrificing taste or simplicity.
That shift is especially visible around moments like the Big Game, when days are full, energy runs high, and convenience matters.
This broader evolution in snacking is opening the door for fresh takes on classic foods. Instead of entirely new formats, brands are reimagining familiar staples to meet modern expectations, a move that reflects how consumers are increasingly inclined to eat today: intuitively, flexibly, and without complication.
One example of that shift is the recent introduction of Kraft Natural Cheese (part of Lactalis Heritage Dairy portfolio of brands) Protein Cheese Sticks, which blend the familiarity of real cheese with added protein. Ahead of the Big Game, the brand is taking that concept beyond store shelves, bringing the product directly to consumers across San Francisco during one of the city’s busiest, most high-energy weeks.
What Today’s Snackers Are Looking For
As snacking becomes a larger part of daily eating habits, expectations have shifted. Consumers are increasingly seeking snacks that help them feel satisfied and energized, not just something to tide them over. Protein plays a key role in that equation, whether someone is juggling meetings, fitting in a workout, or gearing up for a long day of Big Game festivities.
At the same time, trust and familiarity remain critical. Shoppers may be open to new nutrition benefits, but they’re less inclined to choose niche or overly complex products. Instead, they’re drawn to snacks that feel recognizable, taste good, and fit seamlessly into everyday life.
That balance is reflected in Kraft Natural Cheese Protein Cheese Sticks, offered in Mild Cheddar and Pepper Jack. Each stick delivers 17 grams of protein per serving and contains 50% less fat than the brand’s traditional cheese stick varieties, combining modern nutrition priorities with the taste and texture consumers expect from real cheese.
“Consumers want snacks that support their day without adding friction,” said Amanda Vaal, Director of Brand Marketing at Lactalis Heritage Dairy, a division of Lactalis USA. “They’re looking for simple formats they already trust, with added benefits that help keep them going.”
Protein That Fits Real Life
Photo Courtesy: Konnect Agency
Part of the appeal of protein-forward snacks like cheese sticks is how easily they integrate into existing routines. Portable and easy to store, they can be tossed into lunchboxes, desk drawers, gym bags, or grocery carts. Rather than asking consumers to change how they snack, these products are designed to fit naturally into the moments that already exist.
That approach becomes especially relevant in the days leading up to the Big Game, when schedules are packed, and energy demands are high.
By showing up in real-world moments, the brand is underscoring a larger point: today’s snacks aren’t just about nutrition labels or trends, but about being there when people need them the most.
Kraft Natural Cheese Protein Cheese Sticks are now available at select retailers nationwide, including Target, Publix, Food Lion, HyVee, ShopRite, Meijer, and Amazon Fresh, with additional retailers rolling out soon.
As protein continues to shape everyday snacking, the takeaway is simple: consumers aren’t just looking for more protein; they’re looking for snacks that work naturally within the lives they’re already living.
