PROTEIN TREATS ARE MOVING BEYOND THE REALM OF SPORTS NUTRITION

The market for functional sweets is expanding into new categories, with manufacturers offering protein-enriched versions of traditional confectionery. A prime example is the LIK brand, which saw three of its products win gold medals at the "Product of the Year 2026" competition. Incorporating protein into traditional sweets allows manufacturers to develop product lines that bridge the gap between confectionery and functional nutrition. While protein was once primarily associated with sports bars and specialized products, it is now being used in a wider range of formats. However, the presence of protein alone does not guarantee a product's success; consumer choices are driven by taste, ingredients, price, and the willingness to incorporate these treats into their daily diet as an alternative to traditional confectionery.
Source: https://sfera.fm/news/konditerskaya/proteinovye-sladosti-vykhodyat-za-predely-sportivnogo-pitaniya