Once protein bars went mainstream, it was only a matter of time before bakery was next in line. But the success we’ve witnessed in protein bars hasn’t quite happened yet for the protein cookie.
Let’s start by talking about protein bars because this is the protein snack format that has been most successful in transitioning from being synonymous with sports nutrition, to moving mainstream. When we think of protein bars, our initial thought goes to the amount of protein in the bar — at least 20g is the benchmark protein requirement.
But one obstacle with protein bars still being protein bars is that they still taste like protein bars: you know what we mean.
Over time, however, protein bars have become tastier and have a better texture — paving the way for protein bars to become more mainstream and connect with a wider consumer audience. This proliferation of the protein bar to wider audiences across different consumer channels has now opened the door for other protein-first baked goods to enter the mainstream market, including the protein cookie.
But the success we’ve witnessed in protein bars going mainstream hasn’t quite happened yet for the protein cookie. Or certainly not to our knowledge.
Why?
One reason for this — albeit open to debate — could be that subjectively, protein bars still don’t taste as good as other chocolate bars. But that’s ok because we accept them for what they are — a healthy snack that delivers us 20g of protein. It does what we want it to do.
But the cookie is a different story because once you try to make the cookie too healthy, you risk taking the cookie out of the cookie. So regardless of the 20g of protein you’ll get from it, you’re left with a product that isn’t a cookie.
A cookie is a treat; it’s a guilty pleasure that you crave and savour. When you eat a cookie, you think of pairing it with a hot drink; a cup of tea or coffee in your favourite corner of your favourite coffee shop, with your book and a quiet hour to savour it.
Could it be that protein cookies haven’t gone — and may never go — mainstream as a sports nutrition snack (20g of protein) because by doing so, you take the cookie out of the cookie?
Perhaps protein cookies should skip the sports nutrition/ 20g of protein sentiment entirely, and instead become a healthier snack at the expense of the higher protein content and even including some sugar.
Simply, the journey of the protein cookie has to be different than the protein bar, otherwise we're not convinced it matches the (cookie) expectations of the consumer.
The true test... have protein cookies penetrated mainstream coffee shops near you?
We believe protein cookies can take that path, but not at the expense of taking the cookie out of the cookie. And that's the innovation they need.
For examples of protein cookies in the US, see Lenny & Larry's. In Europe, look at JNCK Bakery.
