Unhealthy
Healthy
Soda
Baked goods
Energy
drinks
Frozen
pizza
Chips/
crisps
RTD
coffee
Salty
protein
snack
Sweet protein snack
Protein-enhanced snacks
Breakfast cereals
Fruit juices
Smoothies
Cheese
Dairy Milk
RTD Protein shakes
Protein powder
Protein/energy bars
Yogurt
Confectionery
/gum
/chocolate
Cookies
/brownies
/muffins
Individual
ice cream
Nut butters
Sports &
electrolyte
drinks
Cereal bars
Protein water
Protein pancakes
Protein
cereal
Rice cakes
Trail mix
Non-dairy milk
alternatives
Consumers perceive the inclusion of protein shifts products along the continuum from less healthy to more healthy.