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With more Americans focused on maintaining a healthy lifestyle, and choosing to remove meat and dairy from their diets, it makes sense that ThinkThin is releasing a new brand of plant-based protein bars and powders to the U.S. market.

ThinkThin, owned by the Ireland-based company Glanbia, specializes in dairy, sports nutrition, and ingredients. Though they are primarily a dairy-based protein company, they have reportedly been wanting to tap into the plant-based nutrition trend.


According to CEO Michelle Kessler, “We estimate plant-based foods are a $5 billion industry and we wanted to bring to market a portfolio of products using high-quality based ingredients and still deliver the indulgent flavors our consumers expect from ThinkThin.”

The new line of protein bars, protein powders, and probiotic powders will not only be vegan but will also be soy-free, GMO-free, and gluten-free. They are set to be sold online and at major retailers including Whole Foods Market, Walmart, and Target.

This is good news for the growing trend of Americans looking to consume cleaner, dairy-free, and environmentally-friendly protein alternatives. It is estimated that the plant-based protein market will reach a value of $5.2 billion by 2020 while the organic industry experienced an unprecedented growth of 11 percent for a total of $43.3 billion in 2015, meaning that companies who are looking to expand their offerings to include vegan options are prime to do so. 

ThinkThin follows the lead of several other nutritional protein companies that have also taken note of the growing trend. Earlier this year, CytoSport, the makers of the popular Muscle Milk presented their own line of plant-based protein products and MusclePharm debuted their Natural Series brand which features vegan protein bars, raw protein powder, a pre-workout, and a superfood supplement. Brand new companies are also launching, like D’s Naturals who have seen immense growth jumping from $1 million to $10 million in the time span of one year. The facts are clear and the research proves that domestically and even globally, the move from animal protein to plant-based diets is here and smart companies are jumping on the bandwagon.

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