Protein Push Extends to the Condiment Aisle
Nearly every food category has seen some level of protein-ification in recent years, and now it’s condiments’ turn to bulk up. Even Quest teased a line of protein-packed condiments (though purely as an April Fools’ prank) earlier this year, but now the category has a new, very real entrant.
Enter She’s the Sauce: a new line of fiber and protein-filled sauces in Creamy Ranch and Honey Mustard varieties. The products are free from seed oils, refined sugars and fillers with each serving containing 4 grams of protein and 2 grams of fiber.
The brand is the brainchild of Nicole Glabman, who was inspired to create her own CPG brand after spending over five years working in food and beverage marketing for brands at Uber, Walmart and Gopuff. The idea for She’s the Sauce also stemmed from Glabman’s status as a self-proclaimed “sauce-obsessed girly” struggling with weight and bloating from food sensitivities and hormonal imbalances.
“I kept hearing one thing over and over again: ‘Skip the sauce.’ That just never sat right with me,” said Glabman on the brand’s “Our Story” website page. “I decided it was time to launch my own sauce line with none of the junk and all of the flavor.”
Condiment giants like Kraft Heinz are also taking note of the recent protein craze. Though the company doesn’t currently offer any protein-infused sauces, its products that “enhance protein” are driving dollar sales improvements in sauces and condiments, said CEO Carlos Abrams-Rivera during a recent earnings call.
Both Heinz and Primal Kitchen are tracking double-digit year-over-year growth, with a particularly strong rise in demand for both brands’ ketchups. According to Abrams-Rivera, as consumer purchases are increasingly impacted by a product’s value proposition, they are prioritizing offerings that add more flavor.
Gen Z and Millennials are more adventurous with how they consume protein, per Mintel, with strong influences coming from plant-based protein trends and the functional snack space, the latter of which is helping grow the market. Convenience items like snacks and easy-to-prepare meal kits are fueling the U.S. protein market’s rise, which is projected to grow at an annual rate of 1.9% until 2028, according to Mintel.
Could condiments be the next protein category challenger? Let me know your thoughts at [email protected].
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