Key takeaways:
Protein-rich snacks and drinks are increasingly being positioned around muscle maintenance, satiety and mobility support as consumers age. Fibre, prebiotics and long-fermented bakery products are gaining traction as digestive health and metabolic wellbeing move further into the mainstream. Simpler ingredient lists, reduced sugar and minimally processed positioning are becoming just as important as functional nutrition claims for longevity-focused consumers.
Healthy ageing is quickly becoming one of the food industry’s biggest innovation opportunities, influencing everything from snacks and bakery to dairy, frozen foods and beverages. Once associated mainly with supplements and specialist elderly nutrition, the movement has now entered the mainstream as consumers seek foods that can support mobility, satiety, digestive health and energy levels as they age.
The change is being fuelled partly by demographics, but also by the growing mainstream focus on metabolic health, satiety and preventative wellbeing. Interest in GLP-1 weight-loss drugs and blood sugar management has intensified scrutiny around what foods actually deliver nutritionally, pushing manufacturers to rethink both formulations and front-of-pack messaging.
Protein has become a particularly important area of focus because of its links to muscle maintenance and mobility, while fibre is increasingly being associated with digestive health, fullness and more balanced energy release. At the same time, shoppers are becoming more sceptical of heavily processed products, creating opportunities for brands built around transparency, recognisable ingredients and functional benefits.
That is now feeding through into product development pipelines. From protein-rich savoury snacks and long-fermented breads to prebiotic drinks and regenerative breakfast products, manufacturers are finding new ways to position everyday eating occasions around long-term wellbeing.
1. The Protein Ball Co goes bite-sized
Credit: Protein Ball
The Protein Ball Co is launching new multipacks under its ‘Ballsy by Nature’ banner on 26 May, focusing on bite-sized snacks that combine protein, fibre and cleaner-label positioning.
Founder Matt Hunt said consumers are increasingly moving away from ultra-processed bars with hidden sugars and additives in favour of products offering “positive nutrition traits”.
The new 3 x 45g packs are available in Salted Caramel, Peanut Butter and Blueberry Oat varieties and will retail at £4.50. Alongside protein content, the products are positioned around fibre, no added sugar and minimally processed ingredients.
For older consumers, smaller portion-controlled snacks can provide an easier way to increase protein intake throughout the day, helping support muscle maintenance and fullness between meals without relying on large meal portions.
2. Crisp Power pushes savoury protein
Credit: Crisp Power
Crisp Power Protein Pretzels is expanding distribution across major US retailers as demand grows for snacks that deliver more nutritional substance alongside convenience.
Each bag contains up to 28g of protein and 10g of fibre, positioning the pretzels as a more functional alternative to traditional savoury snacks. For older consumers, higher-protein snacks can help support muscle maintenance and satiety between meals, while fibre plays an important role in digestive health and blood sugar management.
The move also reflects growing interest in savoury formats that move beyond traditional sweet protein bars, particularly among consumers seeking more balanced everyday snacking options.
Also read → Dignified food for seniors: Closing gaps in an ageing world3. Optimum Nutrition targets muscle support
Credit: Optimum Nutrition
Optimum Nutrition has expanded its range with Creatine Gummies and new 40g Protein Shakes aimed at consumers looking for convenient ways to maintain consistent nutrition habits.
Although traditionally associated with sports performance, products containing higher protein and creatine are increasingly being discussed in relation to healthy ageing because of their links to muscle strength, mobility and physical resilience. Convenient ready-to-drink formats may also appeal to older consumers looking for simpler ways to boost protein intake without meal preparation.
The gummies deliver 5g of creatine in a grab-and-go format and retail at $39.99 for a 34-serving bag. The ready-to-drink shakes contain 40g of protein and retail at $39.99 per 12-pack. Both products are available through select US retailers and via the brand’s website.
4. Quaker upgrades rice crisps
Credit: Quaker
Quaker has entered the functional savoury snack category with new Protein Rice Crisps available nationwide in the US.
The products come in Chocolate Caramel and Tangy Barbecue varieties and are available in 2.6oz bags retailing at $3.29 and 5.2oz bags retailing at $5.19. The crisps contain 6g of protein and 9g of whole grains per serving, combining portability with more balanced nutritional positioning.
Products built around familiar formats can be particularly appealing for older consumers who want functional benefits without dramatically changing eating habits. Whole grains also continue to benefit from positive associations around heart health and digestive wellbeing.
5. Lily’s adds protein to comfort food
Credit: J Shuttersworth Photo
Lily’s Toaster Grills has expanded into quesadillas with toaster- and air fryer-ready products designed around convenience and protein content.
The Chicken & Four Cheese variety delivers 12g of protein, while the Four Cheese version contains 9g.
As more consumers seek foods that balance convenience with nutritional value, higher-protein frozen products are increasingly being positioned as a way to support fullness and muscle maintenance without sacrificing comfort or familiarity.
The quesadillas are rolling out nationwide in the US and retail at a suggested price of $4.49 for a two-pack.
6. Schär focuses on fibre-rich sourdough
Credit: Schar
Schär has expanded its Farmhouse range with Farmhouse White, a gluten-free loaf now available at selected Sainsbury’s stores in the UK.
The loaf is made with 23% sourdough and fermented for 30 hours. It’s also high in fibre and calcium and contains no artificial preservatives.
Fibre remains one of the nutrients most closely associated with digestive health and blood sugar management, while calcium continues to play an important role in supporting bone health as consumers age. Long-fermented breads are also increasingly benefiting from cleaner-label and digestive wellness perceptions.
Also read → Conagra bets on active aging adults to drive the next wave of CPG growth7. Luna blends fibre and fruit
Credit: Luna
Luna has introduced new Berry Bars in Mixed Berry and Strawberry Banana varieties, marking the brand’s first major innovation in almost seven years.
The gluten-free bars contain 4g of fibre, 7g-8g of plant protein, organic rolled oats and real fruit pieces.
The combination of fibre and protein is increasingly being linked to satiety and more balanced energy release, while oats continue to carry strong associations around heart health and digestive wellbeing.
The six-pack has a suggested retail price of $7.49 and is available at retailers nationwide across the US.
8. DeeBee’s taps into probiotics
Credit: DeeBee’s Organics (DeeBee’s)
DeeBee’s Organics has launched SuperJuice Prebiotic Juice Boxes at Costco in Fruit Punch, Strawberry Lemonade and Apple varieties.
Each juice box contains 1g of prebiotics from cassava fibre alongside 100% daily vitamin C, with no added sugar or artificial preservatives.
Digestive health is becoming an increasingly important part of the longevity conversation, with prebiotics associated with supporting beneficial gut bacteria and overall digestive balance. Vitamin C also continues to benefit from strong consumer recognition linked to immune support.
The 36-count multipack retails at $13.99 and will be available until 30 July.
9. Flowers Foods backs simpler ingredients
Credit: Flowers Foods
Flowers Foods has unveiled a broad wave of innovation across brands including Simple Mills, Dave’s Killer Bread and Canyon Bakehouse.
The launches include Regenerative Organic Certified pancake mixes, trail bars, gluten-free breakfast products and breakfast bars with added fibre.
Simple Mills also revealed that half its portfolio has achieved verification under the new Non-UPF Verified Standard.
For older consumers increasingly concerned about ingredient transparency and processing levels, simpler formulations and recognisable ingredients are becoming a growing part of purchase decisions alongside nutritional content.
10. Fairlife spotlights protein and lower sugar
Credit: Fairlife
Fairlife is redesigning packaging across its Core Power shakes and ultra-filtered milk range to place greater emphasis on high protein and reduced sugar messaging.
The refreshed packs also spotlight everyday uses including smoothies, coffee and cereal.
As consumers become more nutrition-conscious, clearer front-of-pack communication around protein and sugar reduction can help older shoppers quickly identify products aligned with their dietary priorities, particularly around satiety and blood sugar management.
11. Walker’s proves simplicity still sells
King Charles at the Walker’s factory. Credit: Walker’s Shortbread
Walker’s Shortbread has received the King’s Award for Enterprise in International Trade, recognising the company’s long-standing export success across nearly 100 countries.
While the brand doesn’t sit directly within the functional nutrition category, its continued focus on simple ingredients and traditional recipes reflects another growing consumer priority within longevity nutrition – trust and transparency.
The Scottish company still produces its shortbread using only flour, butter, sugar and salt, without artificial colours, flavourings or preservatives.
As concern around ultra-processed foods grows, many consumers are increasingly gravitating towards products built around familiarity, recognisable ingredients and traditional production methods.
Positive Nutrition: Healthy Ageing (William Reed)Positive Nutrition Broadcast Series 2026
The growing role of protein, fibre, gut health and metabolic wellbeing in food innovation will be explored further during the upcoming Positive Nutrition broadcast on 13 May.
The session on Healthy ageing is hosted by FoodNavigator and will examine how brands can align products with strength, vitality and resilience without compromising convenience or taste.
Speakers include experts from Nestlé, Danone, NIQ, Olipop, Blue Zone Kitchens and Bulletproof.
The free broadcast will explore how longevity trends are reshaping food and drink innovation across beverages, bakery, snacks and dairy.