Protein-enhanced products are everywhere, but today's consumers crave more than protein for protein's sake. While over 60% of shoppers actively seek protein-rich products, nearly 30% are cutting back due to overly processed ingredients, according to Mintel. Protein-packed bowl company Born Simple is responding to this demand with the release of its Better Bowls: a line of premium boxed meals, with at least 20 grams of protein per serving.

Founded on the principle that what consumers eat should not only be delicious but also nutritious, Born Simple sought to stand out in the aisle by validating its protein promises and formulating with ingredients that consumers can pronounce easily.

The brand took its products to consumers via an early launch in Walmart and on Amazon. The result? Gen Z and Millennials in particular gravitated toward Born Simple's Better Bowls.

Inspired by the warm reception from this discerning demographic, Born Simple took what consumers liked and made it better with double the chicken, new curated seasoning blends and enhanced taste and texture in four flavors: Chipotle Chicken Bowl, Ultimate Mac + Cheese, Thai Style Chicken Bowl and Teriyaki Chicken Bowl. These bowls are designed for consumers who prioritize both nutrition and convenience.

"People are more educated than ever on what ingredients they want – or don't want – at the grocery store, but few have the time to scrutinize every trendy protein product on the shelf," said Rob Johnson, Born Simple chief executive officer and founder. "Most busy consumers can't cook fresh meals with whole foods every single day, so they need options that don't derail their clean eating goals. Born Simple Better Bowls take the guesswork out with a short list of uncomplicated ingredients for easy meals packed with protein that people crave. No fluff, no clutter. It's that simple."

Born Simple's ingredients are sealed inside sustainable and recyclable Tetra Pak cartons. The meals are heat treated through retorting, a high-temperature cooking process, allowing them to be shelf stable while remaining preservative free.

In the coming months, Born Simple is rolling out nationwide in 11-ounce boxes for $3.99-$4.99 MSRP on Amazon and at Walmart, as well as regional retailers like Big Y and Giant, with distribution expected to grow later in 2025 and into 2026.

Source: Born Simple