Has the world’s first 'super candy' arrived?
Earlier this month (September 2024), Protein Candy launched what it claims to be the world’s first ‘super candy’, introducing a new category to the North American market.
Each pack contains 14 grams of complete protein, making it up to 100 times more protein-packed than traditional candy. The product also offers 140 calories per serving, with 4 grams of sugar, no sugar alcohols, and 6 grams of prebiotic fibre.
Protein Candy’s director of marketing, Morgan Kingdon, explains the brand’s mission: “We’re meeting consumers where they are by being a candy first, intersecting with the rising demand for sugar-free confectionery, protein supplements, and non-chocolate candy—all in one bag.”
Riding the trend of protein-enhanced confectionery
The global sugar-free confectionery market is projected to reach $4.13 billion by 2034, with a 5.4% annual growth rate. Simultaneously, the protein supplement market is expected to double, reaching $10.8 billion by 2030. Additionally, non-chocolate candy saw a 34% growth between 2019 and 2021. Protein Candy aims to tap into all three of these burgeoning sectors, offering consumers a unique combination of candy and high-protein benefits.
"We created this innovation to meet the demands of today’s consumers and will continue evolving with them to offer the best in candy innovation," Kingdon adds.
What sets protein candy apart
While other health-conscious candies boast higher protein content, they often rely on gelatin or collagen, which are incomplete proteins. Protein Candy stands out by using whey isolate, which contains all nine essential amino acids necessary for muscle growth, health, and overall well-being.
“Most protein bars are high in sugar and calories, while better-for-you candies offer low-sugar options without much else,” says Kingdon. “Protein Candy is a game-changing super candy because it satisfies your sweet tooth just like real candy while delivering a muscle-building protein boost with almost no sugar.”
Complete proteins like whey isolate are crucial for lean muscle growth and overall health, whereas collagen and gelatin, common in other protein-based candies, lack essential amino acids like tryptophan, which is key for serotonin production—a chemical important for mood, appetite, and sleep.
Four flavours and no sugar alcohols
Protein Candy products are available in four flavors: Classic Fruit, Classic Fruit Sour, Berry Punch, and Tropical Punch. Sweetened with monk fruit juice and stevia, the candies contain natural flavors and colors, making them appealing to both candy lovers and fitness enthusiasts. Unlike many low-sugar products that include sugar alcohols, often known for causing digestive issues like bloating, Protein Candy avoids them entirely.
The brand’s key differentiator is the higher protein content—14 grams per serving—compared to regular candies, which typically offer between zero and three grams of protein.
Growing demand for protein in daily diets
The U.S. and Canadian dietary guidelines recommend that women aged 19–70 consume 46 grams of protein daily, while men should aim for 56 grams. With protein playing a vital role in cellular repair, muscle growth, and immune function, Protein Candy offers an innovative way for consumers to meet their protein requirements without sacrificing the enjoyment of a sweet treat.
Kingdon emphasizes the significance of introducing protein into the candy sector: “Not consuming enough protein can lead to weakened immune function, changes in hair and skin, muscle weakness, and increased risk of fractures.”
Retail launch and market positioning
Protein Candy has launched its products across major Canadian retailers, including Sobeys, Safeway, Circle K, and Popeye’s. A 55-gram bag retails at $4.99, and the products are available in 12-pack boxes both in stores and online.
The brand is rolling out an integrated marketing campaign to support the launch, including digital advertising, in-store displays, billboards, and transit ads. They are also collaborating with influencers like pro basketball player Brian Wallack, fitness trainer Haley Beth, and DJ Cristy Lawrence.
In addition to influencer partnerships, Protein Candy is engaging in street-level sampling activations throughout September in Toronto’s high-profile neighborhoods. The company aims to create face-to-face consumer interactions and build awareness of its high-protein candy offering.
Industry spotlight at CHFA Expo
Protein Candy will make its debut at the Canadian Health Food Association (CHFA) Expo in Toronto, from September 21st to 22nd. Retailers and press will have the opportunity to meet the team behind the product and explore its potential. Professional athletes are set to join the event, showcasing how the product fits into fitness routines.
“Protein Candy brings together better-for-you snacks, candy, and on-the-go protein, bridging the gap between indulgence and nutrition,” says Kingdon.
By merging the worlds of candy and protein supplementation, Protein Candy hopes to attract both frequent candy consumers and fitness enthusiasts alike. With its high-protein, low-sugar profile, the brand is poised to disrupt the candy aisle and capitalize on growing consumer interest in health-conscious snacking.
