Anyone connected to the dairy industry over the past few years will know well that the world has gone protein mad.
Any meeting or seminar on dairy I went to in 2025 held world protein demand up as the thing which would ensure that demand for milk products would continue to grow.
However, over the Christmas I found evidence that things might be going too far.
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Anyone with children will be familiar with Babybel, the little round cheese snacks wrapped in that red wax covering, which ends up forming a waterproof lining at the end of schoolbags everywhere. Well that product has reinvented itself as a high protein product. The red branding has been replaced by a dynamic black and silver look.
When I compared it to the kids’ product, I saw there is indeed more protein in this product – an extra 0.8g per Babybel.
This is probably smart market positioning from the makers of Babybel, but I suspect that gym owners will not thank the company when they find themselves spending a lot of time scraping little wax wrappers off their floors this year.
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Anyone connected to the dairy industry over the past few years will know well that the world has gone protein mad.
Any meeting or seminar on dairy I went to in 2025 held world protein demand up as the thing which would ensure that demand for milk products would continue to grow.
However, over the Christmas I found evidence that things might be going too far.
Anyone with children will be familiar with Babybel, the little round cheese snacks wrapped in that red wax covering, which ends up forming a waterproof lining at the end of schoolbags everywhere. Well that product has reinvented itself as a high protein product. The red branding has been replaced by a dynamic black and silver look.
When I compared it to the kids’ product, I saw there is indeed more protein in this product – an extra 0.8g per Babybel.
This is probably smart market positioning from the makers of Babybel, but I suspect that gym owners will not thank the company when they find themselves spending a lot of time scraping little wax wrappers off their floors this year.
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