When David Protein began selling its bars in late 2024, the whey protein used in the products cost $7 per pound. Today, that figure has nearly doubled to $12 per pound.
Peter Rahal, David’s founder and CEO, said a wave of demand for high protein foods—dubbed “proteinmaxxing” is behind the skyrocketing prices.
“I don’t see it slowing down necessarily because people are trying to get more protein to look better,” Rahal told Fortune. “You’re seeing protein capitalism at play.”
Protein-packed products, from pasta to cereal to popcorn, have made their way to store shelves amid a surge in protein popularity. Many of these products source the macronutrient from whey, a byproduct of the cheesemaking process. But as demand for these products explodes, companies are facing a supply shortage of this key ingredient and are faced with soaring prices—and difficult decisions to make.
The rise of proteinmaxxing
