Company: Krusteaz

Introduced: September 2017

Distribution: National

Suggested Retail Price: $4.99

Product Snapshot: Krusteaz has announced the newest addition to its pancake portfolio, the Buttermilk Protein Pancake. Featuring a plant-based wheat protein, sweet cream buttermilk and non-GMO ingredients, the new protein pancake offers 13 grams of protein per serving, or 11 percent of the recommended daily protein intake. In keeping with Krusteaz's commitment to simplified and wholesome ingredients, the new protein pancake is free of partially hydrogenated oils, high fructose corn syrup, artificial colors, flavors and preservatives.

Consumer interest in protein continues to be on the rise. In fact, according to the International Food and Information Council's 2016 Food and Health Survey, nearly two-thirds of Americans are trying to consume more protein or as much as possible, up significantly from 54 percent in 2015 and 50 percent in 2014. Additionally, the power of plant protein is on the rise as one-fifth of Americans view plant protein as more healthful than they did the previous year.

"We know that more and more consumers are looking for better-for-you versions of their favorite foods," said Andy Heily, president of Continental Mills. "Our new pancake delivers not only the benefits of protein, but the taste and texture that other protein pancakes are lacking—this is no flat flapjack!  Our version is light and fluffy with a hint of sweet from the buttermilk."

For consumers looking to further boost their protein intake, the Krusteaz Buttermilk Protein Pancake also features instructions for alternative preparation by adding milk and/or eggs.

"No matter which way you prepare it, the taste of this pancake is just phenomenal," says Krusteaz culinary specialist Malia Hasegawa. "Whether you're looking to add a little extra boost to a leisurely family Sunday breakfast or fuel up before a hectic weekend of soccer practice and baseball games, or even enjoy for the new breakfast for dinner trend, this is sure to become a staple the whole family will enjoy."

The Krusteaz Buttermilk Protein Pancake is located in the pancake aisle and retails for approximately $4.99.