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Protein ice cream is no longer a niche product reserved for ketogenic diehards or those counting their macros. It’s quickly evolving into one of the hottest segments in the better-for-you frozen aisle. 

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YouTube star David Dobrik first ventured into the food business in 2022 when he launched Doughbrik’s, a Chicago-based pizzeria with an irresistible pun for a name. 

Wavers is the company’s first CPG line, and it’s looking to grow nationwide quickly with its star founder backing the brand. 

We caught up with Dobrik at Natural Products Expo West to talk snacking, seed oils, Little Caesars and “authenticity” in the social media age.

Watch the interview now on Nosh

Consumer interests have cycled through low-carb, high-protein and fiber-filled products during the nearly six years pantry staple brand Kaizen has been on the market. While it has aligned itself with each new demand, its recipes have remained the same. 

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Here’s a look at leading headlines from around the food industry. Go beyond the headlines with Insiders access.

1. Stellar Snacks Locks In Minority Investment

2. Laoban Raises $7M Amid Frozen Asian Category Expansion

3. Gen Z Is ‘Scrolling Past’ Legacy Brands

4. Forward Consumer Partners Closes $500M Fund

5. Seventies and Starting Over In Sweets: Meet Toby Bar

Here’s a taste of the products moving around the industry to start off your week. 

🍎 That’s it. has landed its Fruitola in Costco stores across the Midwest and Southeast. The granola snack contains apples, pea protein, rice starch and strawberries. Click here for more

🧀 Back to Nature has added two new flavors to its Cheezy Crackers Line – White Chedda and Hot & Spicy – exclusively available at Sprouts Farmers Market. Read all of the details here

🍨 Cold Case is rolling out its true crime-inspired ice cream flavors in more than 1,000 Kroger banners nationwide. Get the scoop on Nosh

⚾ Protein Pints has teamed up with the San Diego Padres to sell its top ice cream flavors at concession locations inside Petco Park. Click here for more

🍜 Lulu Asian Kitchen is expanding beyond its restaurant roots and entering 192 Super Target locations with four refrigerated, ready-to-eat meals. Read the full story on Nosh

Catch up on the latest distribution news on Nosh