PepsiCo is giving Doritos a protein makeover. Starting this month, consumers—especially young shoppers with health and wellness in mind—will see Doritos Protein on store shelves. Select retailers will carry two different flavors: Nacho Cheese and Sweet & Tangy BBQ, which get a protein boost from casein, a protein sourced from dairy. The brand says these snacks contain five times as much protein as the classic, though the same number of calories per serving. And according to the product developers, fans won’t even taste the difference. (No chalky protein powder flavor here.) The brand has also been pursuing other wellness trends, like phasing out synthetic food dyes and reducing the use of artificial flavors. According to YPulse data, “high protein” is the top label to make young people across age groups, particularly college-aged students, more likely to purchase a product, so getting it from one of their fave snacks is a huge win. (Fast Company)
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