Making Gains On Protein Claims

Protein is having a moment – it's in lattes, on fast‑casual menus and likely being pitched for toothpaste somewhere in a marketing brainstorm. But before brands start flexing those "high protein" callouts, you'll want to make sure your claims take the proper form.

Here's the deal: Calling a product "high protein" isn't as simple as tossing in some whey and hoping for the best. Under Food and Drug Administration (FDA) regulations (21 C.F.R. § 101.54), terms like "high," "rich in" or "excellent source of" can only be used if protein accounts for 20 percent or more of the Daily Reference Value (DRV) per reference amount customarily consumed. Claims like "good source" or "provides" apply when a product contains 10 to 19 percent of DRV.