# The race for functional protein: how Melitta, Giraffas and Bauducco are adapting their portfolios to demand for healthy indulgence

From sports nutrition to everyday eating, protein content is establishing itself as a driver of innovation and added value in the food and beverage market.

- Section: Future
- Published: October 19, 2026
- Address: https://ceoone.com.br/en/article/the-race-for-functional-protein-how-melitta-giraffas-and-bauducco
- Em português: https://ceoone.com.br/artigo/a-corrida-pela-proteina-funcional-como-melitta-giraffas-e-bauducco-ada.md

![White salad bowls seen from above, with avocado, lentils, tofu, cucumber, corn, tomato and red cabbage](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/a-corrida-pela-proteina-funcional-como-melitta-giraffas-e-bauducco-ada-saladas.webp)

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## Key points

- Melitta launched a chocolate-flavored cappuccino sachet with 10 g of protein.
- Giraffas created the Giraffit line, with dishes of up to 42 g of protein, after a survey in which 88% asked for healthy meals at the restaurant.
- Bauducco launched the Bauducco PRO line, with protein in biscuits and toasts.

The protein appeal in Brazilian consumption habits is no longer exclusive to the sports nutrition niche; it is now transforming product development in mass retail and in the food-away-from-home sector. The entry of traditional brands such as Melitta, Giraffas and Bauducco into this segment shows a strategic repositioning by these companies to capture the attention of consumers looking for indulgence combined with nutritional function. Adding protein-enriched options to everyday items reflects the maturity of a trend that prioritizes convenience, satiety and well-being in daily eating.

In morning and instant beverages, Melitta expanded its presence on the shelves by betting on innovations that combine the coffee ritual with functional content, in a single-serve chocolate-flavored sachet with 10 grams of protein. According to Jonatas Rocha, Melitta's marketing director, the product was developed for people who already enjoy cappuccino and value functional benefits in a busy routine of studying, working, playing sports or looking for a quick snack. The executive explains that the idea is not a simple line extension, but the combination of the category's indulgence with protein's functionality in a format that makes it easy to carry, prepare and try.

## Bringing nutritional value to food away from home and to bakery

At the same time, the Giraffas restaurant chain launched the Giraffit line, with set meals that deliver up to 42 grams of protein per full plate. The idea came from a survey by Instituto On The Go commissioned by the chain, in which 88% of respondents said the restaurant should offer healthy meals and 89% said they would try dishes with that proposal. According to Luciana Morais, Giraffas's director of marketing, trade and communication, the line widens the choices within the territory of real food, keeping pace with changing consumer habits by translating that evolution into meals that combine more protein and balance with flavor and convenience.

In bakery and biscuits, Bauducco also joined the movement by creating the Bauducco PRO line, developed especially to bring protein and nutritional density into its everyday indulgence portfolio. By applying the concept to products traditional in Brazilian homes, such as biscuits and toasts, the company widens opportunities for consumption between main meals. The initiative proves that even century-old brands find in nutritional value an opportunity to modernize their presence on the shelf and speak to an increasingly health-conscious public.

## Technical formulation as a challenge of sensory perception

Bringing functionality into mass-market foods requires research and development teams to pay rigorous attention to the products' sensory profile. Incorporating concentrated protein sources without changing the texture, aroma and flavor of the original recipes is the industry's main technical challenge. Commercial success depends directly on the brands' ability to deliver healthiness without compromising the pleasure of eating.

Public acceptance shows that today's consumers have rethought their relationship with calories, prioritizing the nutritional density of ingredients. Brands that manage to balance a product's indulgence with satiety and functional content win greater loyalty and a place in families' routines. Innovation focused on essential nutrients thus establishes itself as a direct response to new lifestyle demands.

## The future of functional food in the Brazilian market

The joint movement of beverage, bakery and restaurant players signals that health and well-being are now irreversibly part of new product planning, following a path already opened by large global chains. The movement creates room for other food categories to explore smart reformulations to stay relevant to an increasingly informed consumer who is aware of their choices.

The initiatives of Melitta, Giraffas and Bauducco show how reading behavioral change quickly allows companies to lead conversations in food retail. By turning functional nutrition into an accessible, convenient attribute, these organizations strengthen their institutional image and set new benchmarks of value for the industry in the country.

## Sources and editorial notes

- Reference reporting: Mundo do Marketing, Brazilian Food Industry Association (ABIA), Food Connection, Euromonitor International.

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