High-protein everything is riding the wave of GLP-1 popularity right now. Doctors are begging people on that class of drugs to chase protein targets more similar to what might have previously been reserved for heavy weightlifters just to prevent muscle wasting.

As a result, the entire packaged food industry is pumping up protein numbers and marketing it as the primary attribute of the food (where they might have previously marketed low fat or low sugar or whatever else in the past).

So, saturated market... but certainly one people are investing in now.

The fitness market has been moving in that direction for years