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Premier Protein® has announced a strategic expansion into the home baking aisle, partnering with Hometown Food Company to launch a new range of Muffin Mixes and Microwavable Muffin Cups.
The collaboration marks a significant category extension for the protein specialist, traditionally known for its ready-to-drink shakes and powders. The launch aims to capture the "New Year" resolution market by offering convenient, high-protein functional food options that fit into meal-prep routines.
Product Formats and Nutritional Specs
The new lineup introduces two distinct formats designed to cater to different consumption occasions: planned meal preparation and immediate on-the-go snacking. Both lines are available in Blueberry and Chocolate Chip flavours.
Premier Protein® Muffin Mixes
Protein Content: 13 grams per serving.
Yield: Each box produces 12 muffins.
Use Case: Positioned as a "meal-prep solution," allowing consumers to bake ahead for the week.
Premier Protein® Microwavable Muffin Cups
Protein Content: 15 grams per serving.
Preparation: Ready in 90 seconds via microwave.
Use Case: Targeted at the convenience/breakfast-on-the-go demographic seeking portability without sacrificing macronutrient intake.
Strategic Partnership and Growth
This product development leverages the manufacturing and category expertise of Hometown Food Company. The move follows Premier Protein's recognition as one of the "fastest-growing brands to watch in 2025" by Numerator, signalling a push to diversify the brand's footprint across the grocery store.
Dan Anglemyer, Chief Operating Officer of Hometown Food Company, commented on the category entry:
"We're thrilled to bring protein-powered convenience to a new category. Our Muffin Mixes and Muffin Cups make it easier than ever for people to enjoy high-protein options that fit seamlessly into their daily routines — whether at home or on the go."
Nick Stiritz, General Manager and Vice President of Premier Protein US, emphasised the balance of taste and function: "We pride ourselves on creating crave-worthy products that consumers enjoy incorporating into their health and wellness routines."
The new range is scheduled to begin rolling out to retailers nationwide throughout 2026, with initial availability confirmed at Walmart.
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