Liz Dunn

People really continue to associate protein with fitness and with strength and power, all great positive things.

And maybe most importantly, the new federal dietary guidelines up the recommended allowance of protein.

And so this is just going to add fuel to the fire.

Yeah.

What do you see coming?

This one does seem a little paradoxical because there is a lot of sugar hating out there.

But, you know, the country is not a monolith.

And so there are a really sizable number of people who are drinking and enjoying super sugary fast food and coffee chain beverages.

So drinks like this have been around since the Frappuccino, but I think probably the best example of how they've really grown is a chain called Dutch Brothers.

It's a coffee chain.

It's one of the fastest growing restaurant chains in America.

And its growth is being driven not by coffee coffee, but by these big, sweet, cold coffee drinks.

Oh my gosh!

That is so delicious.

Everybody from Taco Bell to McDonald's is experimenting with what they call beverage innovation, how to add more of these drinks to their menus.

And that is for two reasons.

One is, you know, consumers are really tightening their wallets and they're looking for ways to have an indulgence without maybe ordering an entire fast food meal.

And then on the business end, these drinks are really, really profitable.

They're cheap to make.

You can charge a fair amount for them.