Protein is having a moment—and the food industry is racing to keep up. From fortified pizza crusts to high-protein snacks and cereals, this once-simple nutrient has become a powerful marketing force shaping what ends up on our plates.

For the dairy sector, long known for naturally high-quality protein, this shift presents both opportunity and challenge. In this first episode, we explore how the protein boom is transforming consumer habits and how dairy producers can respond,