Kenna MacTavish, Managing Director of Seedlab Australia, said protein has become one of the most commercially powerful claims in FMCG because consumers understand it quickly. It is ‘does the consumer actually care about this product having protein, and does it make sense for what the product is trying to do?’” Seedlab brands such as Googys, which produces protein chocolate using egg protein, and Innerbloom Coffee show how emerging FMCG brands are approaching protein in more considered ways. “By not overloading the product with protein, we can still deliver a functional drink that tastes really good. “There will be protein fatigue if consumers feel like protein is being added to everything without much thought.