(Kellanova)

HEAD OF MACROS

Pop-Tarts, Doritos, and Uncrustables have joined the protein craze taking over America’s snack aisle

Food giants are catching up with the latest diet obsession.

10/15/25 9:21AM

If you thought coffee, popcorn, or beer were the last dominoes to fall in the race to protein-ify everything… think again. The rising (pep)tide has now come for America’s favorite toaster pastry.

On Tuesday, Kellanova, the maker of Pop-Tarts, Eggo waffles, and Pringles, said it’s rolling out a “Pop-Tarts Protein” range in early November. The new offering will come in its three classic flavors: strawberry, brown sugar cinnamon, and blueberry, each containing 10 grams of protein per serving.

The launch comes after PepsiCo teased high-protein Doritos just last week, and JM Smucker released a protein-packed version of its Uncrustables earlier this month. All are part of the wider rush from consumer packaged goods giants to reframe even their most processed snacks as healthy or functional, as the GLP-1 and wider fitness boom continue to affect our shopping and eating habits.

In the last couple of years, protein has even overtaken carbs in the diet discourse: Google search interest for “high protein” has surged ahead of that for “low carb,” which had long dominated diet trends before the pandemic.

According to Bain & Company’s April research, 44% of US consumers said they aim to eat more protein — up from 34% a year earlier and ahead of other trending foods surveyed, such as supplements and vitamins (36%), organics (29%), and unprocessed foods (15%).

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American Airlines joins the flock, hiking bag fees amid higher jet fuel prices

American Airlines on Thursday announced that it, too, will be hiking the fees it charges customers to check luggage.

With the move, all four of the major US airlines, which together control about 80% of the US market, have now hiked their baggage fees in recent days amid surging jet fuel prices.

The change will go into effect on tickets bought on or after Thursday, the same day Southwest’s hike begins.

Since late March, JetBlue, Delta Air Lines, United Airlines, Canada’s WestJet, and Southwest have hiked their fees. Experts expect more major carriers to follow, and to potentially tweak the pricing of other ancillary revenue sources like seat assignments and carry-on luggage.

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The change will go into effect on tickets bought on or after Thursday, the same day Southwest’s hike begins.

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Less than a year after implementing them, Southwest is also hiking its bag fees

Southwest Airlines has joined the growing list of airlines opting to hike their bag fees amid sustained higher jet fuel costs.

Starting today, the first checked bag at the carrier — which implemented bag fees less than a year ago — will jump from $35 to $45, and the second from $45 to $55. Southwest quietly disclosed the change Tuesday.

Southwest assigned the decision to “part of an ongoing analysis of the business and against the evolving global backdrop.”

As of Wednesday, jet fuel prices dropped to $4.16 a gallon, per the Argus US Jet Fuel Index, down from $4.81 on Tuesday following President Trump’s ceasefire announcement, which sent travel stocks soaring. Major airlines have shed some of those gains in premarket trading Thursday.

With the move to hike bag fees, Southwest joins JetBlue, United Airlines, Delta Air Lines, and Canada’s WestJet, all of which also boosted fees this month. Experts expect more major carriers to follow, and to potentially tweak the pricing of other ancillary revenue sources like seat assignments and carry-on luggage.

Three US airlines have already hiked baggage fees. More are likely on the way.