Enerium Labs is expanding its food range with 'Protein White Bliss,' a white hazelnut spread that delivers 22% protein and no added sugar in a sweeter pantry format. It pushes the Italian brand beyond sports supplements and builds on the food side of its catalog, which already includes 'Smooth Peanut Butter.'
The spread combines added milk protein with a white chocolate flavor to create a sweet spread that also supports protein intake. A 30g serving supplies 6.6g of protein, while maltitol provides sweetness without added sugar. Pre-orders are live this month through Enerium Labs' online store, where a 200g jar costs €8.90.
At €8.90 for 200g, Protein White Bliss offers Enerium Labs a relatively accessible way to test protein-led pantry foods outside tablets and tubs. The 22% protein recipe also widens the lane for spreads that compete on everyday use as much as on flavor.
Image Credit: Stack3d
What Makes This Trend Stand Out
- Protein-enriched Spreads
- Everyday pantry staples are being reformulated with functional nutrition credentials, creating room for brands to merge indulgent formats with performance-oriented benefits.
- Low-sugar Indulgence
- Sweet products using alternative sweeteners are reshaping expectations around dessert-like foods by pairing familiar flavors with reduced-sugar positioning.
- Supplement-to-pantry Expansion
- Sports nutrition companies are moving into mainstream grocery occasions, signaling potential for fitness-led brands to capture daily consumption beyond powders and pills.
Sectors Adopting This
- Functional Foods
- Protein-forward recipes in familiar formats are expanding the market for foods that deliver measurable nutrition benefits without requiring major behavior changes.
- Confectionery Spreads
- Hazelnut and chocolate-style spreads are evolving beyond pure indulgence as added protein and sugar reduction create new premium positioning opportunities.
- Sports Nutrition
- The category is broadening into lifestyle-oriented grocery products, allowing supplement brands to build relevance with consumers seeking convenient nutrition throughout the day.
