The next big thing in getting your food product sold to more customers? Claim (in extra big special shiny letters) that it has protein. Ooohh the magic. I hate to sound like a jerk here, but people are kind of stupid if they buy something just because it has protein in it. I mean, practically everything has some form of protein (not just meats and fortified foods). I guess its just something that clicks in people’s minds as being more “healthy” than regular non-protein fortified food. I think labeling has a big impact too; another post on her blog mentioned a study that found people thought food that had green labeling (especially around the calories), were perceived as more healthy simply because of the coloring.