Animal Protein Ingredients Boosted by the New Dietary Guidelines

The revised guidelines have received mixed reviews from critics, but food processors that use animal proteins in their products appear to be pleased with the new direction. In interviews with processors and trade associations, the message has been that the guidelines may influence some consumers to shift their eating habits away from plant-based proteins to animal protein.

“For years, consumers have heard mixed messages about protein sources, so clearer recognition of the role animal proteins play in a balanced diet helps build confidence on the shelf,” says Alicia Baker, senior director of marketing at duBreton (www.dubreton.com/en-us), a producer of organic pork products.

How much impact do the guidelines have?

The federal government’s Dietary Guidelines play some role in decisions people make at the grocery store, research shows.

For example, a USDA study published in 2012 concluded that the 2005 version of the guidelines, which stressed the importance of whole grains, prompted American consumers to reduce purchases of refined-grain bread by 3% and increase purchases of whole grain bread by 14%.

The guidelines’ influence also was demonstrated by data about Americans’ consumption of eggs following the publication of the 2015 version of the guidelines, which removed the cholesterol limits related to egg consumption; and further by the 2020 guidelines, which solidified the concept of eggs being important for brain development in children.

In the late 1990s, Americans ate an average of 1.8 eggs per week; that jumped to 3.4 eggs per week in 2021, according to a study at University of California at San Diego published in 2025. While other factors may have played a role in that increase in consumption, the authors of the study concluded that the change in Dietary Guidelines was key.

Representatives of the American Egg Board (www.incredibleegg.org) agree with that conclusion.

“In 2015, when they first removed the cholesterol limit in the dietary guidelines, that was a huge deal for eggs,” says Mickey Rubin, vice president of research at American Egg Board and executive director at Egg Nutrition Center. “And the 2020 version was really big for eggs, because that’s when they solidified the importance of eggs as a first food for children. When you fast forward to the 2025 guidelines, we saw more of the same.”

The revised guidelines also will give egg producers an important talking point when they’re trying to persuade food processors to use real eggs in their formulations instead of plant-based egg substitutes, notes Nate Hedke, vice president, innovation & customer engagement at American Egg Board.

Hedke adds that institutional foodservice programs, such as school lunch programs and healthcare facility programs, rely on the federal guidelines as they make menu decisions, so the impact of the revisions will go beyond grocery store shelves.

“Ongoing interest in protein [is] reflected in the Dietary Guidelines as well as broader consumer trends, and eggs have long been a trusted protein source,” adds David Kroll, CEO of Egglife Foods, which uses egg whites to make tortilla-like wraps (see photo at top) and, most recently, low-carb pastas. “That familiarity continues to resonate as people look for foods that are both nutritious and approachable.

“Egg protein is widely recognized as a high-quality, complete protein. It contains all nine essential amino acids in a naturally balanced profile and is highly bioavailable,” he continues. “Eggs are also a naturally nutrient-dense food and require minimal processing, which is increasingly important to today's consumers.”

Jack Schrupp, founder of Drink Wholesome (www.drinkwholesome.com), a company that makes protein shakes that include egg protein, says the revised guidelines may help sales, but not because of the focus on animal protein.

“I don’t anticipate the emphasis on animal proteins will significantly affect our sales, but I do expect that their focus on limiting the consumption of ultraprocessed foods will have a meaningful impact,” Schrupp says. “Most protein powders are made from ultraprocessed protein concentrates and isolates. Drink Wholesome, on the contrary, is made from minimally processed protein sources like egg whites and almonds. I think the new guidelines will help people better understand our value proposition.”

Protein from milk-based products also got a lift in the new guidelines.

Katie Brown, president of the National Dairy Council (www.usdairy.com), feels the revised guidelines reinforce the case for including dairy products in Americans’ diets. She echoes Hedke’s point that health professionals who rely on the guidelines now will be more free to include a wider variety of previously limited foods – including dairy at all fat levels – on the menus they influence.

“The guidelines clearly identify dairy foods – milk, cheese and yogurt – as a nutrient-dense, high-quality food group that supports growth, development and long-term wellness — reinforcing continued benefits to public health,” Brown says. “For food processors, the guidelines reinforce both the scientific credibility and market momentum behind protein-forward dairy innovation.”

Meat ingredients also get a lift

In announcing the 2025-2030 Dietary Guidelines on Jan. 7, FDA Commissioner Marty Makary said, “For decades we’ve been fed a corrupt food pyramid that’s had a myopic focus on demonizing natural, healthy saturated fats, telling you not to eat eggs and steak.” When he revealed the new, upside-down Food Pyramid, animal proteins were in the widest area at the top, along with fresh fruits & vegetables.

One meat product specifically mentioned in the revised guidelines is beef tallow. The product, a fat rendered from beef trimmings, had been on the no-go list for decades, but now is recommended for cooking.

Kettle & Fire (www.kettleandfire.com) launched its Grass-Fed Beef Tallow in late 2025. Jack Meredith, vice president of marketing for the company, says timing of the revised guidelines could not have been better.

“The new guidelines explicitly list tallow alongside butter as a cooking fat option, which is a pretty big departure from decades of guidance that emphasized low-fat diets,” Meredith says. “As we work to gain retail distribution, we’re finding the guidelines give us a clear story to tell retailers and consumers: This checks the boxes for what better-for-you is supposed to look like now – real, simple, nutrient dense.”

The guidelines also are a timely boost for Wilde Protein Snacks. The company’s signature Protein Chips are meant to supplant potato chips as a snack. “Chicken breast, bone broth and egg whites are foundational to how our snacks deliver protein, texture and crunch without fillers,” says Jason Wright, founder and CEO. “They reinforce what we already believe and build: real food snacks that satisfy.

“Chicken breast is one of the cleanest, most efficient real protein sources you can build from,” he continues. “It’s naturally high in complete protein and low in sugar, with no processing tricks required. More importantly, it performs. Chicken breast in the form of our Wilde Protein Chips creates real structure, crunch and satisfaction in a way flours and starches cannot. Food built from real protein simply eats differently.”

Taking advantage in promotions

Many food processors that include animal proteins in their products already emphasize the advantages of animal proteins in their promotions, but they may be able to better lean into the guidelines now.

For example, duBreton has always positioned pork as a versatile, nutritious protein, Baker says. But the new guidelines increase their confidence in that message.

“You may see us place greater emphasis on protein quality, nutrient density and responsible production practices in our storytelling,” Baker says. “That could show up in digital content, retail partnerships and recipe development rather than dramatic packaging changes.”

StarWalker Organic Farms (www.starwalkerorganicfarms.com), which produces organic beef and pork, is taking the same approach. The company is already known for healthful, high-quality meat, say owners Jason and Kristina Walker, so they plan to stay on message.

“We don’t typically anchor marketing strategies to policy changes, but we do pay attention to cultural and nutritional conversations as they evolve,” Kristina Walker says. “The stronger focus on protein creates an opportunity to deepen education around protein quality — not just quantity.

“Our products deliver meaningful protein content — for example, our meat sticks provide 24g of protein per 3-oz. package — while also emphasizing simple ingredients and transparency. As consumer attention toward protein grows, we’ll continue highlighting those attributes in ways that feel authentic and informative rather than directive.”

Meredith from Kettle & Fire says his company is working with recipe creators and influencers to build on the momentum of the guidelines. He anticipates that the idea of cooking with nutrient-dense protein, such as his beef tallow, will only grow.

In fact, he feels the sudden tailwinds on animal protein represents a bona fide attitude shift.

“Candidly, this is bigger than marketing. I believe it will be a realignment of what the market will reward,” he says. “The guidelines signal that the next wave of growth in food will come from companies that deliver on nutrient density, minimal processing and transparency.”

Connecting Dietary Guidelines with the real world

The key to tapping the potential of the revised guidelines will lay beyond just promotions, duBreton’s Baker asserts. She feels producers need to make a clear connection between the guidelines and eating habits.

For example, duBreton has supported in-store and digital campaigns that pair their pork products with recipes and meal ideas, she explains. The campaigns have included recipe cards with QR codes and merchandising displays that group complementary ingredients together.

“Companies that can connect nutrition guidance with real world eating habits will be the ones that benefit most,” Baker says. “Ultimately, our goal is to bridge the gap with practical ideas that fit routines and tastes.”

Ultimately, the market will demonstrate how much impact the revised guidelines have. But producers of newly highlighted products are optimistic.

“Dietary guidelines play an important role in shaping the broader conversation around nutrition,” Valev says. “They influence education, institutional food programs and long-term perceptions of what constitutes healthy eating. That said, consumers ultimately make choices based on a combination of factors — taste, trust, values, price and how food fits into their daily lives.

“For many people today, transparency, sourcing, animal welfare and environmental impact are just as important as nutrients on a label. When guidelines align with those values, as they do now, they can strengthen consumer confidence and accelerate trends that are already underway.”