Chris Gaiomali

You know, retailers like Walmart especially are like sort of already stocking their shelves with foods that are a little bit more nutrient dense and high in protein.

Let's take a look at what they are.

Mostly because these kind of drugs are so popular right now and they really do limit the amount of food you can eat.

So if you can't eat as much food, the thinking goes that you need stuff that's just packed with more nutrients in order to feel okay and good and healthy.

So it's kind of really shaping the industry in a very real way right now.

I was like shopping for breakfast cereals for my three-year-old.

Just like looking around and I noticed this svelte new box of Wheaties protein, which like advertised 20 something grams of protein on the cover.

there was no old Wheaties.

It had been replaced seemingly overnight by this very buff new insurgent, I guess.

And so in the course of this, I hit up General Mills, which owns this big portfolio of food products and Wheaties especially.

Ben asked if I could come out and check out what they're doing over there.

So last November, I landed in Minneapolis and took an Uber out to General Mills headquarters.

And it's this beautiful picturesque campus just outside of Minneapolis.

They have like this sculpture garden outside.

It's just this beautiful campus with duck ponds and there was like foliage everywhere.

And then I'm inside this building where they make all these snack products.

General Mills, they began looking into, you know, jamming protein into a lot of their products maybe a little over 10 years ago.

They had this Nature Valley bar that they had like jammed a little bit more protein in.

And then once they started selling it, they realized they could make a lot of money off of this stuff.

I think it did like $100 million in its first year or something like that.