KANSAS CITY — “More protein equals better, right?” were the thoughts behind co-founders Michael Meadows and Paul Reiss when they launched Protein Pints.
Protein Pints is a bootstrapped startup producing ice cream with added protein that is low in sugar and formulated with whey protein isolate.
The product comes in cookie dough, peanut butter chip, mint chip, chocolate and strawberry.
The founders initially developed an ice cream with 70 grams of protein per pint, but taste and texture were an issue. After additional testing with the company’s co-manufacturer, they landed on 45 grams of protein per pint for the company’s first commercial product run, which landed in stores in 2023.
Reiss said the 45 grams of protein per pint was marketed toward consumers who were looking to add muscle.
“It (45 grams of protein per pint) had a good taste and received a lot of positive feedback,” Reiss said. “That being said, we did find out that 45 grams was actually too much for a lot of people.”
Another uphill battle the company faced, Reiss said, was consumers questioning if more protein would taste good in the product.
“Most people don’t think that protein ice cream is going to taste good and 45 grams just added to that factor,” Reiss said.
Per consumer request, the Protein Pints co-founders went back to the R&D drawing board and landed on 30 grams of protein per pint.
The co-founders determined that lowering the protein content to 30 grams would improve the flavor, texture and the whole product experience, Reiss said.
Protein Pints contains three servings per pint of ice cream. For each serving of Protein Pints, there is 10 grams of protein, 8 grams of net carbohydrates, 5 grams of sugar and 160 calories, Reiss said.
“It would lower the calories (and) lower the sugar,” Reiss said. “So, the less macros were better. We also found out that it (30 grams) was also easier to manufacture, even more so than the 45 grams because it would go through the machinery and the equipment better.”
With 30 grams of protein per pint as the sweet spot for Protein Pints’ formulation, consumers have told the founders the product tastes like regular ice cream and that they cannot tell that it has added protein in it, Reiss said.
“(And) that’s music to our ears,” he said.
Putting protein into context
While many food and beverage manufacturers are capitalizing on the protein trends, Amy DeLisio, MPH, RDN and chief executive officer of Dairy Council of California, said consumers need about 20% to 35% of their daily calories from protein per day.
DeLisio said Protein Pints “is a little bit on the high end of the protein (scale).”
“At a typical sitting, if you’re kind of following the Recommended Dietary Allowance for Protein guidelines, you probably would consume about 15 grams to 30 grams of protein per meal or per serving,” she said. “So it’s (Protein Pints) kind of aligned with that. But what we are seeing is a lot of Americans are trying to consume more protein. There’s a demand for higher protein amongst consumers right now.
“Protein is digested in your body in a multi-step process and is broken down into individual amino acids by different enzymes in your small intestine and then those are used in your body to rebuild and repair. But just like anything else if you over consume protein, it will eventually get stored as fat.”
Protein Pints now has Two Spoons Creamery, Los Angeles, to compete with in the high-protein ice cream space.
Two Spoons recently launched its version of high-protein ice cream with zero-added sugar in four flavors: rocky road, strawberries and cream, caramel swirl and fudgy brownie.
Two Spoons ice cream also offers 30 grams of protein.
Reiss said it is no surprise more brands are entering the space, but feels Protein Pints is ahead of the game in its product and formulation.
“Our strategy hasn’t changed: we’re focused on leading the category by delivering unmatched taste, nutrition and innovation,” he said.
Slate Milk, a Boston-based startup producing high protein, low sugar, lactose free shakes and iced coffees, said more protein is better for its business.
The company, co-founded by Manny Lubin and Josh Belinsky in 2018, launched Slate Ultra Protein this spring.
Slate Ultra is a high protein shake featuring 42 grams of protein, 2 grams of sugar and 4 grams of net carbohydrates per 15-oz can.
The product is formulated with ultrafiltered milk and comes in chocolate and vanilla flavors.
Slate Milk also offers a 32-gram protein shake line and a 20-gram protein shake line.
“We had received requests from customers who wanted a better high protein drink,” Lubin said. “We even had some customers that would tell us they were drinking two of the 20 gram Slates as their snacks or meals or post workout.
“It seemed like a problem that needed solving. We’ve found that there is a large customer base that does want 42 grams of protein. People that are looking to increase protein in their diets, the most efficient way to do that is through a beverage. It’s the easiest to consume in terms of the protein per calorie ratio.”

Consumer perception of protein
Jon Copeland, research manager at Nextin, MarketPlace’s research storefront arm, also agreed consumers having different nutrition goals may be driving protein demand.
Other drivers may include consumers trying to build muscle for athletic performance, general wellness, older populations increasing protein intake for dietary reasons and consumers taking GLP-1 medications, Copeland said.
“Some people are trying to increase protein as a part of a diet that they’re on that restricts or lowers the carbohydrate intake,” Copeland said. “They’re trying to get more calories from fat and protein. Today’s consumers are increasingly aware of protein’s role in their diet and are interested in the benefits of a high protein diet. According to a 2025 survey from Nextin Research, only 70% of US shoppers believe they get enough protein in their diet and 37% want more protein in the packaged foods available to them.”
Lubin described Slate Ultra’s taste as like the milkshakes consumers grew up drinking, but has the macronutrients consumers want.
“When you’re not using real sugar, which our products are extremely low in sugar, it can be difficult to achieve your goals,” Lubin said. “In our 20 gram products we use monk fruit and stevia and in these products (Slate Ultras) we use stevia and a touch of sucralose. We tried to create a product for customers that had (a) great tasting, low sugar, high protein beverage.”
While Slate Milk Ultras have 42 grams of protein, Quest Nutrition, Denver, launched its version of protein milkshakes featuring three more grams of protein sitting at 45 grams of protein per 14-oz bottle.
Quest’s products, which also are formulated with ultrafiltered milk, feature 2 grams of sugar and 4 grams or less of net carbohydrates and come in chocolate, vanilla and strawberry.
DeLisio also said some consumers are looking for products that feature lower sugar and lower carbohydrates, including fermented dairy products like Greek yogurt and kefir.
“(And) that can be driven by a variety of things some of the trends that are out there,” she said.
DeLisio believes there might continue to be (protein) demand based on consumers looking at other ways to eat healthier.
Copeland also noted consumers want to see more protein in packaged foods and snacks. Thirty-two percent of US shoppers said they would look for packaged foods containing dairy, according to Nextin’s Food Category Trends research report.
“They’re looking for more ways to pack in protein in different foods,” DeLisio said. “But I think it’s always important to balance those protein foods with fruits and vegetables and whole grains to ensure that they’re also getting that fiber that we need or other vitamins and nutrients.”
Copeland added, “The data seemed really clear that this isn’t leveling off that the people are still (in) strong demand for a high protein diet and they want to get in more and more types of packaged foods. The people making packaged goods really should benefit I think. Looking at protein as a way to innovate is a fruitful path forward.”
For startups looking to capitalize on the protein trend or to reformulate current products, DeLisio said listening to what consumers want is key.
“Balancing that protein and reducing sugar is a way to support what consumers are wanting and looking for,” she said. “Having convenient ways of incorporating those types of products into their diet and really also looking at the ways that dairy fits into that. It (dairy) already comes with high quality proteins that are easily digestible and highly acceptable across most populations.”
She added there may be other ingredients, like probiotics or enzymes, that people are looking for.
“I think versatile application can really help as we’re looking at some of these trends,” DeLisio said.
Copeland added, “Dairy is certainly a leading source for protein supplementation. Whey protein is still like the casing or still like the kind of gold standard for protein supplementation. But I can see more and more product launches and high protein things on the shelf they’re going for dairy based protein sources (like) Greek Yogurt.
“Dairy offers those two big factors. It’s a good taste that people have come to accept. It has some richness to it. It’s going to be satisfying. But it’s also going to have that complete protein.”
The US Department of Agriculture has reported in recent months that milk processors have been focusing production time on high-protein whey concentrates and isolates, resulting in lower outturn of 34% whey protein concentrate (WPC).
Demand for 34% WPC has exceeded supply and pushed prices sharply higher. Prices for 34% WPC have risen gradually but steadily since July 2024 and in early May were up nearly 90% from a year ago. Compared with most other dry dairy products posting single-digit or low double-digit price increases during that time.
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