Protein is facing some backlash — yet it still reigns supreme as a dietary trend, especially among younger consumers.
Protein vapes, motor oil energy drinks and mushroom toothpaste: April Fools' Day 2026 is holding up a mirror to the wellness industry.
David is having some fun while directly disputing a lawsuit that alleges its protein bars contain 80% more calories and 400% more fat than labeled.
David asserts the class-action claims are unfounded, saying it stands by its claim that its protein bars contain only 150 calories.
This year's Super Bowl LX ad slate shows just how much has changed in the conversation around health and wellness.
Trubar's $173 million deal marks the latest acquisition in the protein gold rush, and seemingly everyone wants in.
Dr. Peter Attia was an investor in David Protein and participated in its $10 million seed funding round in August 2024.
Starbucks executives say protein is driving traffic, as the coffee giant builds out a deeper push into fiber and energy offerings.
The move comes after Brady's TB12 supplement and sports performance line merged with activewear brand Nobull in 2024.
Beyond Meat is expanding beyond the plant-based meat-substitute category and entering beverages in a major product shakeup.
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