Wednesday, March 27, 2013

When the Box Says 'Protein,' Shoppers Say 'I'll Take It'

Protein is the buzzword that is helping sell many kinds of foods. Food companies are placing more prominent protein labels on packaging and adding protein to such products as drinks, bars and cereals.
"It's one of those rare things that has a lot of different meanings to a lot of different people and they are all positive," says Barry Calpino, vice president of breakthrough innovation for Kraft Foods Group Inc., KRFT -0.92%sellers of products from Velveeta to Planters Nuts.
A label that says protein has what researchers call a "health halo effect" that goes beyond just the promise of protein. When people see the word, they also believe the product will make them feel more full or give them energy.
When people eat food that promises to be a good source of whole grains, fiber or protein "it makes you feel smart as a consumer that you've done something good for yourself," says Doug VanDeVelde, senior vice president of food marketing and innovation for Kellogg's.

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