The protein effect: How the craze is redefining health and nutrition

From powders and bars to cereal and water, protein is everywhere, and consumers can’t get enough. Once the domain of bodybuilders and fitness fanatics, protein has gone mainstream, transforming into a symbol of health, strength, and smart eating. Hosted by Bill Giebler, Content & Insights Director at New Hope Network, and Melissa Dunn, EVP of Marketing & Communications at Suzy, this webinar unpacks fresh insights for in-depth look at the evolving protein landscape.

Today’s protein consumers aren’t just counting grams. They’re navigating claims, formats, and sources with higher expectations. Whether it’s plant-based, animal-derived, or lab-grown, protein is a cultural marker as much as a nutritional one. Tune in to learn:

• The growing role of convenient, snackable formats in daily protein consumption, especially for GLP-1 users
• How trust, sourcing, and digestibility shape protein purchase decisions
• How brands can innovate around new sources, storytelling, and science to meet demand without overpromising