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‘Proteinmaxxing’ could lead to higher prices for infant formula, say experts

Whey protein, a key infant formula ingredient, is in growing demand, partly linked to rising use of weight-loss drugs

The rise of “proteinmaxxing” – a trend in which consumers try to eat as much protein as possible – could lead to higher prices for infant formula, experts warn.

Whey protein, a key ingredient in infant formula, has surged in popularity over the past year as health professionals emphasise the benefits of protein.

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Aug 1, 2026 Food & drink industry Consumer affairs UK news

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