The Protein Bar Arms Race蛋白棒軍備競賽.The David bar’s breakout success is proof that, in our culture of optimization, one macronutrient is king.

David 能量棒由 RXBar 共同創辦人 Peter Rahal 和 Keto 餅乾創業家 Zach Ranen 共同研發，旨在進軍蛋白質含量早已飽和的市場。近年來，蛋白質補充劑已跨越物種界限，從能量棒等健身編碼產品進入日常食品。如今，超市販售高蛋白冷凍華夫餅、早餐麥片、爆米花、義大利麵、冰淇淋，甚至還有蛋白質強化汽水和糖果。市場研究公司 Mintel 的數據顯示，2013 年至 2024 年間，上市的高蛋白食品和飲料產品數量將增加四倍。

The David bar, created by the RXBar co-founder Peter Rahal and a Keto cookie entrepreneur named Zach Ranen, was diving into a marketplace already up to its eyeballs in protein. In recent years, protein supplementation has crossed the species barrier from fitness-coded products like bars into everyday foods. Today’s supermarkets offer high-protein frozen waffles, breakfast cereals, popcorn, pastas, ice cream — even protein-enhanced soda and candy. According to the market research firm Mintel, the number of food and beverage products coming to market with a high protein claim quadrupled between 2013 and 2024.


Credit...David Chow for The New York Times


The Protein Bar Arms Race

The David bar’s breakout success is proof that, in our culture of optimization, one macronutrient is king. But can the protein craze last?

蛋白棒軍備競賽

David 蛋白棒的突破性成功證明，在我們追求優化的文化中，一種宏量營養素才是王道。但這股蛋白質熱潮能持續下去嗎？