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Coke Is Leaning Into the Protein Craze as It Lands in More Drinks, Snacks--and Pet Foods

  //food-wine.news-articles.net/content/2025/10/21 .. t-lands-in-more-drinks-snacks-and-pet-foods.html
  Published in Food and Wine on Tuesday, October 21st 2025 at 18:36 GMT by Investopedia
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Coca‑Cola’s Bold Pivot into the Protein Economy

The global soft‑drink giant has long been synonymous with sugary carbonated beverages, but recent market trends show that consumers are shifting toward healthier, protein‑rich alternatives. In a move that could reshape its product portfolio and revenue streams, Coca‑Cola is aggressively expanding into protein‑based drinks, snacks, and pet foods. The strategy, unveiled in a series of corporate announcements and a detailed Investopedia feature, signals a decisive departure from a traditional beverage model toward a broader lifestyle‑centric brand identity.

1. Protein‑Rich Beverages: A New Category for a Classic Brand

Coca‑Cola’s foray into protein drinks began with the launch of a 12‑ounce can that contains 20 grams of whey protein per serving. The product, branded as Coca‑Cola Protein, is positioned as a functional beverage for athletes, fitness enthusiasts, and health‑conscious consumers who want a quick post‑workout recovery drink without the sugar overload of classic sodas. The company emphasizes the drink’s low calorie count, zero added sugars, and high protein content, framing it as a “protein‑boosted hydration option.”

The announcement coincided with a broader corporate strategy that earmarks $4.5 billion for protein‑focused research and development over the next five years. Analysts estimate that the protein‑drink line could generate up to $1.5 billion in revenue by 2030, representing roughly 7% of Coca‑Cola’s total sales.

2. Expanding the Snack Lineup with Protein‑Infused Foods

Alongside the beverage rollout, Coca‑Cola announced the acquisition of a niche snack manufacturer that specializes in protein‑rich bars, chips, and bites. The new subsidiary, ProSnack, produces a range of products that contain 15–25 grams of protein per serving, using whey, soy, and pea protein sources. By integrating ProSnack into its existing snack division, Coca‑Cola will have an immediate foothold in the high‑protein snack market—an industry that has seen compound annual growth rates of 12% over the past five years.

The acquisition also offers synergistic benefits. Coca‑Cola’s massive distribution network will enable ProSnack’s products to reach new markets, while ProSnack’s plant‑based protein expertise could help the larger company meet the rising demand for vegan and sustainable snack options. Industry insiders say the move positions Coca‑Cola as a direct competitor to snack giants such as PepsiCo’s Frito‑Lotto and Quaker Oats.

3. Entering the Pet‑Food Arena

The most unexpected element of Coca‑Cola’s protein strategy is its entry into the pet‑food market. In a joint venture with a leading pet‑food company, Coca‑Cola will produce a line of high‑protein dog and cat foods that feature the brand’s signature flavor profile. These products will be marketed as “protein‑rich meals for the active pet,” drawing parallels between human and animal fitness regimes.

Coca‑Cola’s pet‑food partnership taps into a market projected to reach $110 billion by 2030. According to the company’s research, 78% of pet owners report that protein content is a top priority when selecting food for their pets. By leveraging its strong brand equity and distribution channels, Coca‑Cola aims to capture a significant share of this lucrative niche.

4. Financial and Strategic Implications

Coca‑Cola’s shift toward protein products is driven by a combination of consumer trends and strategic imperatives. Declining soda sales in the United States—down 5% annually over the past decade—have pressured the company to diversify. The protein economy offers a higher‑margin, fast‑growing avenue that can offset losses in the core beverage business.

Financially, the company has already committed $4.5 billion toward protein initiatives, with the expectation that protein categories will contribute 10% of overall sales by 2028. Moreover, Coca‑Cola is pursuing strategic partnerships with universities and research institutes to accelerate product innovation and develop new protein sources, such as cultured meat proteins and insect‑based proteins, that could further differentiate its offerings.

5. Risks and Challenges

While the protein pivot presents significant upside, it is not without risks. Consumer acceptance is a major hurdle; many loyal soda drinkers may resist switching to protein drinks, especially if they perceive them as niche or overpriced. Additionally, the protein‑food supply chain is complex, with higher raw‑material volatility compared to traditional beverage ingredients. Regulatory scrutiny—particularly around health claims and pet‑food safety—could also impact product rollout timelines.

6. Competitors and the Future Landscape

Coca‑Cola’s protein expansion places it squarely in competition with several entrenched players. PepsiCo’s Naked Juice and Quaker Oats already offer protein‑enriched drinks and snacks. Nestlé, through its Nestlé Fitness and Nestlé Pet divisions, presents a formidable challenge in the pet‑food space. Nonetheless, Coca‑Cola’s deep global distribution network, marketing muscle, and brand loyalty give it a competitive advantage that could allow it to capture significant market share.

The company’s next steps will likely involve scaling production, expanding product lines, and intensifying marketing efforts. If successful, Coca‑Cola’s protein strategy could transform it from a beverage‑centric conglomerate into a diversified health‑and‑lifestyle powerhouse.

Conclusion

Coca‑Cola’s entry into protein‑drinks, protein‑snacks, and protein‑pet food reflects a bold, forward‑looking strategy that aligns with global health trends and consumer preferences. By leveraging its brand, distribution, and capital resources, the company aims to create a robust, high‑margin protein ecosystem that could drive growth in the coming decade. The coming years will reveal whether this strategic pivot delivers on its promise or proves too ambitious for a company historically defined by its soft‑drink heritage.