Why are so many high protein foods popping up in grocery stores?

High protein labels are becoming more common on grocery shelves across Canada. Sierra D’Souza Butts has more on where that protein is coming from.

As the demand for foods rich in protein are rising so are the number of options available at grocery stores.

Canadian nutritionists say the push for more foods high in protein are happening as peoples awareness about nutrient dense foods continue to grow.

“I think generally in North America the [Glucagon-Like Peptide] GLP one class drugs, such as Ozempic, are really driving the awareness,” explained Tyler Groeneveld, chief executive officer of Protein Industries Canada.

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As a result, products like bread and pastas are being sold with labels displaying higher grams of protein than usual.

But what is being used to create that additional protein?

AGT Foods, based in Regina, said the crops produced in Saskatchewan are naturally high in protein and fibre.

“The addition of natural protein from lentils and peas are giving 18 grams of protein per single serving,” AGT Foods CEO and President Murad Al-Katib told CTV News.

Al-Katib said pulses, such as lentils, chickpeas, peas and beans are the primary natural sources for plant-based protein.

“It’s the things that people want to eat every day. They’re looking for 24 grams of protein per serving, 8 to 10 grams of dietary fibre,” he said. “I mean, who doesn’t want that in their chips or the crackers or the cookies they’re eating?”

With Canada producing the majority of the natural crops needed for high protein foods, Groeneveld said the country has the opportunity to fill the protein shortage both locally and globally.

“It’s a wonderful opportunity for us to take the crops we grow and create protein rich products that really help consumers increase the protein in their diet or the nutrient dense foods they’re seeking,” he said.

Aside from pulses being used to help create that extra protein in most foods, other wholefood-based ingredients such as protein powder and skim milk may also be included.

“If you’re looking at a regular whole wheat bread or bagel you might get 5 or 6 grams of protein from those whole grains. In these newer protein targeted products, the protein is almost twice as much,” Megan Couturier explained, a registered dietitian and nutritionist at JM Nutrition.

“There’s a couple brands that are reporting 12 or 13 grams of protein per serving … The ingredients they are using to create this extra protein, they are still very much wholefood-based ingredients that you would find in other food products.”

While plant-based protein foods are just as healthy as the protein found in meat, there is still a lack of specific nutrients in the foods. To make up the difference, Couturier said it is important people prioritize micronutrients in their food as well.

“Plant-based proteins are very similar in terms of being a protein source, having good sources of iron. The biggest difference between animal and plant-based protein source is typically their amino acid profile,” she explained.

“Animal proteins are considered complete proteins. They have all the essential amino acids. Plant based proteins aren’t all considered complete proteins ... That’s where we encourage some variety to make sure you are complementing your plant based proteins with the essential amino acids, to make sure that you are still getting the most protein from those products,” she added.