Americans Push to Eat More Protein, Brand NōA Brings the Trend to Category That Has Long Resisted It: Dessert

Americans’ appetite for protein is at an all‑time high, and NōA aims dessert to fit that trend. The direct‑to‑consumer brand launches high‑protein ice cream mixes designed for home makers, offering 30 grams of protein per pouch with no added sugar or sugar alcohols. Flavors include Vanilla, Chocolate Fudge, Strawberries & Cream, Caramel Latte, and Snickerdoodle. When prepared with Fairlife Whole Milk, a pint delivers about 57 grams of protein, roughly 11.5 grams per 100 calories. Preparation takes three to five minutes of active time, with two cups of milk added to the mix.

IFIC research shows 71% of Americans are trying to eat more protein, up from 67% in 2023 and 59% in 2022, while 79% are unaware of their daily target. NōA accompanies the launch with an educational guide explaining how protein is digested, how intake targets are calculated, and how different sources compare. A spokesperson says high‑protein desserts are a practical, not gimmicky, way to reach daily goals, complementing meals and snacks. The brand frames its product as part of a broader protein strategy rather than a one‑off treat.