In today’s health-conscious consumer landscape, protein and creatine are no longer reserved for bodybuilders and gym-goers. They’ve entered the mainstream, powering wellness goals from brain health to muscle preservation.
Whether it’s a Gen Z commuter sipping a high-protein yoghurt in Warsaw or an active retiree seeking better muscle tone through creatine-enhanced chocolate, new product formats are changing how functional nutrition shows up in everyday snacks.
With this shift comes a new wave of product innovation: from jerky crafted in the Arctic Circle to creatine-powered snacks in the UK. For brands, retailers, and developers, the question isn’t just what’s trending, but where it’s happening.
Why Now: Protein & Creatine Are Going Mainstream
The global protein boom is far from slowing. Consumers across all age groups now seek smarter, cleaner, and more diverse protein formats—from dairy to hybrid blends.
Meanwhile, creatine is experiencing a dramatic rise in interest, no longer niche or athlete-specific.
The creatine market is now valued at $1.1 billion, growing at 25.2% CAGR, with 10M+ global monthly searches.
It’s being embraced for cognitive support, energy production, and daily wellness, especially by Gen Z and older adults.
Approved by EFSA and supported by growing scientific evidence, creatine is now a “hero ingredient” in the wellness sector, joining the ranks of magnesium and collagen.
The shift toward functional, evidence-backed snacking is opening doors for novel product formats: protein drinks, baked snacks, adaptogenic treats, and creatine-infused bites.
At A2D, we believe in learning through immersion. That’s why our Food Innovation Travel programs are designed to take you directly to the factories, founders, and food labs shaping tomorrow’s protein-powered snacks and meals. Here are six under-the-radar destinations where protein innovation is thriving, and why your next R&D trip should include them.
Lund, Sweden
Why Go: For a taste of Arctic-sourced protein and a lesson in wild meat sustainability.
Tucked away in the historic university town of Lund, Renjer is doing something few brands dare: making jerky from reindeer, elk, and deer sustainably sourced from the Lapland wilderness. Their Sea Salt Reindeer Jerky delivers a staggering 54g of protein per 100g, with only 2g carbs. But the real magic is in the story: wild meat, minimally processed, steeped in Nordic culinary tradition.
A visit to Renjer offers a deep dive into ethical sourcing, small-batch drying techniques, and the premiumisation of ancient food formats. For brands exploring storytelling-driven snacking, this is an ideal benchmarking trip.
Olomouc, Czech Republic
Why Go: To see how legacy sports nutrition is entering mainstream snacking.
Nutrend isn’t new to performance nutrition: they’ve been around since 1993. But their latest products, like the High Protein Chips (40g bags with up to 16.8g protein), are pushing their reach beyond athletes and into everyday snackers’ hands. Made with soy isolate and fava beans, baked – not fried – these chips are designed for flavour and function.
At their expansive 24,000m² site in Olomouc, teams can walk the full production line, explore their R&D kitchen, and discuss export partnerships. For brands wanting to transition from powders to pantry-friendly formats, Nutrend is a must-see.
Tokyo, Japan
Why Go: To learn how traditional Japanese ingredients are being reimagined into global wellness snacks.
Calbee’s Saya Endō line is proof that protein innovation doesn’t need to sacrifice taste or tradition. Using roasted green peas and soy, these salted snacks offer up to 14g plant protein with ultra-low carbs. The result? A crunchy, keto-friendly treat popular across Asia.
Touring Calbee’s Tokyo HQ or R&D labs gives visitors a first-hand look at flavour development, texture engineering, and scalable innovation. It’s also an insight into how local ingredients can power global trends, from Japan to Whole Foods.
Warsaw, Poland
Why Go: To explore how functional dairy is targeting male wellness.
At first glance, Bakoma’s MEN yogurt looks like just another convenience product. But with 23g protein per 230g pot, zero added sugar, and drinkable or spoonable formats, this is dairy innovation tailored for today’s health-driven man. It’s functional nutrition, accessible at every corner store.
A visit to Bakoma’s facility in Poland offers insight into formulation strategies, packaging design, and the branding of protein in non-fitness channels. Perfect for developers rethinking dairy or looking to create gender-specific wellness products.
Turin, Italy
Why Go: To explore how Mediterranean tradition meets modern health snacking.
In the heart of Piedmont’s capital, Fiorentini Alimentari is blending Italy’s rich culinary heritage with next-generation nutrition. Their Si&No Super Protein Snack, made from lentil flour, chickpeas, and natural herbs, delivers elevated protein in a crisp, baked format—bridging indulgence and clean-label wellness.
While much of the protein snack movement has focused on bars and powders, Fiorentini stands out by reimagining familiar formats—infusing Mediterranean flavours with functional performance. A site visit to their Turin facility offers a first-hand look at how heritage producers are responding to consumer demand for plant-based protein, lower carb counts, and transparent labels.
For brands and buyers, it’s a compelling example of how tradition and innovation can co-exist—particularly in markets where taste still reigns supreme.
London, UK
Why Go: To explore how creatine is entering indulgent wellness snacks.
Forget pills and powders: FX Chocolate is blending monohydrate creatine into dark chocolate squares, offering both a functional benefit and a sensorial experience. Each square is designed for daily supplementation, appealing to consumers interested in brain health, energy, and microdosing wellness.
London offers access to FX’s wellness community and product development ecosystem. For brands looking to innovate in daily creatine formats, this is the one to watch.
What These Destinations Share
These destinations may differ in language, flavour, and format, but they’re all part of the same macro trend: protein as a platform for health, convenience, and innovation. From wild game to plant-based chips, the diversity of formats reflects the diversity of demand.
But more importantly, they’re places where you can touch, taste, and ask questions. That’s what sets A2D’s travel programs apart.
Ready to taste the future?
Whether you’re launching a new concept, rethinking your product strategy, or just looking for fresh inspiration, A2D can take you there. Get in touch and start planning your own Food Innovation Travel experience.
Why Food Innovation Travel Works
If you’re ready to move beyond traditional consulting and endless market reports, it’s time to go direct to the source. A2D’s Food Innovation Travel is designed for business leaders who want to see, taste, and understand what’s shaping the future of food – on the ground, with the people making it happen.
This isn’t theory. It’s experience-led insight you can act on, gained through curated itineraries, private access, and meaningful connections around the world.
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About A2D World
With nearly three decades of experience, A2D World is a trusted leader in creating unforgettable travel experiences for both private and corporate clients. Our global network and deep expertise across travel, hospitality, and innovation make us the go-to partner for brands looking to explore new ideas in real time.
Our mission is simple: to provide seamless access to extraordinary people, places, and possibilities, without the limitations of traditional consulting models. Our multilingual team brings a unique mix of industry knowledge, cultural fluency, and creative thinking to every journey we design.
