Have We Reached Peak Protein Pasta? More Brands Muscle Into Category

Another day, another high-protein pasta.

Egglife Foods today announced the launch of Power Pasta, a refrigerated fresh pasta formulated with eggs and no flour. Launching this month at select Kroger locations, the lineup includes Original, Roasted Garlic, Spicy Chili and Sundried Tomato. A serving has more than 19 grams of protein and less than 4 grams of carbohydrates.

“We’ve built a deeply engaged customer base over the past five years based solely on our game-changing line of egg white wraps—proof that consumers are craving clean, protein-forward foods that seamlessly fit into their busy lives,” said David Kroll, CEO of Egglife Foods, in a statement. “Now, we’re expanding into new categories to deliver even more of what they love.”

The launch comes right on the heels of Hero Labs’ foray into the pasta category. Hero Low Carb Penne debuted online this week with potential retail expansion next year. The noodles are made with resistant wheat starch, water, wheat protein, semolina and wheat gluten. A serving has 12 grams of protein and 32 grams of fiber.

YuChiang Cheng, CEO of Hero, told Nosh the company identified a gap in the market for an option based on wheat, noting many brands offer pasta made with legumes or alternative grains.

Earlier this year, Brami expanded its two-ingredient pasta offering – crafted with premium Italian durum wheat semolina and whole-milled lupini bean flour – at Whole Foods Market locations nationwide. Nuttee Bean Co., parent company of Favalicious, added Fava Bean Pasta, featuring just three ingredients and has 19 grams of protein and 16 grams of fiber per serving. Pasta Rummo debuted Maxima, a two-ingredient pasta made with durum wheat semolina and yellow peas, with 21 grams of protein per serving.

Protein-enriched pasta was among trends spotted at Natural Products Expo West this year. Liviva sampled spaghetti, fettuccine and linguine made with pea protein powder, mulberry leaf powder and konjac, packing about 27 grams of protein per serving. Carbe Diem Foods unveiled an expansion of its high-protein pasta with angel hair, cavatappi and orzo additions.

Per Grand View Research, the protein pasta market is projected to surpass $1 billion by 2030, reflecting increased consumer demand for more nutritious takes on traditional pantry staples.