The Garage Group, Author at The Garage Group

Protein

TGG’s Hot Take: The Protein Craze at Expo West 2025 – Are We Going Too Far?

Expo West 2025 has showcased an explosion of protein-packed products, from protein-infused water and protein pasta sauce to protein-enriched snacks, egg-based yogurt and dip, and salmon jerky. While innovation is the heartbeat of the food industry, it’s crucial to remember TGG’s guiding principle: “Just because a Job to be Done exists, doesn’t mean it’s always our brand’s job to solve it.”

This mantra resonates deeply as we navigate the sea of protein-enhanced offerings. Not every product needs to be a protein powerhouse. Some of the more unconventional items at the expo raise the question: Are we truly meeting consumer needs, or are we just jumping on the latest trend?

TGG curated a list of products that nail the protein proposition, and a handful of others that left us scratching our heads.

Here’s some of our TGG Team’s winners…

Have these gone too far?

Where do we draw the line between consumer desire and product-market fit? If you are a brand seeking to add protein to your lineup in some way, have you identified the Job(s) to be Done within your category and for your consumer that protein is a viable solution for first?

Last week, we celebrated our very own Monica Cunningham’s 7th anniversary at The Garage Group! We would be remiss to not take this opportunity to learn from her on the impact she’s contributed to over the past 7 years.  

Q: Talk to us about this milestone. 7 years?!  

We all know the saying; “time flies when you’re having fun”, but it really could not be a more accurate description of how the past seven years have felt working at The Garage Group. As I look back on how I’ve grown, how the company has evolved, and the amazing client partners I have been lucky enough to partner with – I am simply in awe at the opportunities I’ve been given and how much FUN I’ve had along the way. 

Q: You have personally worked with 70+ F1000 brands over the past 7 years. What anchors you in this work? 

Something that stood out to me as I was interviewing at TGG was the company’s commitment to learning, to experimentation, and to evolution – and that is something I still feel daily, 7 years later. We are stronger as people and as partners to our clients because we are committed to growth, curiosity, and courage.  

When I joined TGG, one required reading assignment was a book by Carol Dweck titled “Mindset”.  – The gist of the book is that we all have the capacity to learn and grow, our skills are not fixed, but rather it is our mindset towards challenges opportunities that open up a world of possibilities. When I say that book changed my life, I am not being overly dramatic. Our work requires a growth mindset every day as we partner with corporate leaders who are navigating tough business challenges. We take pride in staying in “search mode” which emboldens us to shift from a stance of “having all the answers” to a commitment to finding them. That willingness to roll up our sleeves and “figure it out” is what makes us different as business partners, but also as people.  

Q: Working in this way HAS to make a big impact on you as a person. Tell us about the personal side.  

It’s impossible to not let that growth mindset seep into your personal life, too. In the past 7 years at TGG I personally have evolved from a single woman, to a wife, and now a mother. I have moved twice and lived in 3 different cities. Along the way, growth mindset has fueled the belief I have in my own capacity to navigate change. Every new challenge is met with “what needs to be true to make this happen” vs. “I can’t do that”. There is no greater test for a growth mindset than navigating newborn and toddler life!  

At TGG I have taken on countless challenges, some that look familiar and some that are new to me, but because I now operate from a place of “I can figure this out”, I can confidently tackle anything that comes my way. I’m incredibly proud to say I’ve partnered with 70+ brands within numerous F1000 companies, impacting how they show up for their consumers and customers and coaching leaders on how to implement these mindsets and behaviors within their own lives. 

Q: Where does your inspiration come from? 

I have to acknowledge the impact of my teammates and the role they play in challenging me every day. I couldn’t do what I do without these behaviors being modeled, giving me even more permission to push the bounds further and try something new. I am also proud to say that I get to work with clients who share our worldview, too! I am deeply inspired every day by the people I get to do this alongside. The way I view my life truly mirrors the way I view my work, and I have The Garage Group to thank for that.  

Cheers to 7 years of ‘courageous minds only’, and many more to come!  

In the face of dramatic market shifts, brands are challenged to stay relevant – let alone grow. In these situations, leaders have more questions than answers. Even scarier, they can’t rely on their historical playbooks.  

Change is like walking up to a dark cave. You don’t know what’s in it because you have never been inside. If you move too fast and force your way through, you will lose time, money, and team morale. Successful navigation requires patience, recognition that the rules will be different, and an open-minded team laser-focused on the goal. 

Over 14 years, TGG has led 350+ F1000 cross-functional teams through dark caves. Across industries and traversing both B2B & B2C contexts, we have learned that “innovation” is a mindset. Teams willing to lean in and embrace it are set up to drive sustainable growth.  

Here are 5 of our foundational principles… 

1. Remain Laser-Focused On What You Are Solving For, and Why

Companies, ideas, and initiatives all start with a vision for the future, and yet, many businesses have a difficult time clearly articulating their purpose. Figuring out the “why” behind what you do far outweighs the importance of the “what” or the “how”. Simon Sinek, author of best-selling book “Start With Why”, is an avid believer in the “why” of a process much more than the process itself. In his book, he explains “people don’t buy what you do, they buy why you do it.” Aligning your company on its purpose and mission decreases dissonance within the organization and allows ideas to move forward faster. Sinek references powerful examples like Martin Luther King Jr.’s leadership in the Civil Rights movement and Apple’s commitment to challenge the status quo and produce innovative products to demonstrate the importance of understanding why you exist and why you get out of bed every morning. For many entrepreneurs, the “why” of their business often aligns with their personal goals and passions, creating momentum to drive action within their Startup. Knowing the “why” of your company gives vision, and with vision comes focus, resilience, and influence – three key factors to success. For corporate leaders, identifying your “why” and connecting it to your work oftentimes is the missing link to having the courage to take a risk on a new approach or to have the grit to stick with a challenging project even after facing some adversity. 

2. Squeeze the Juice Out of Your Resources

Startups are almost always facing a resource constraint, whether it is time, money, or people. Because of this, success comes from teams who optimize all of their resources, squeezing the juice out of them. Corporate leaders generally have resources at their disposal, but don’t always see them or fully utilize them. To open your mind to resource possibilities, we encourage you to search across three primary areas from which you can squeeze the juice – your own strengths, your network, and any physical assets available at your disposal. This can manifest in an infinite number of ways, from engaging your network to quick consumer learning on a product idea. Leaders expand their influence and access when they leverage their resources effectively by not only asking “What can I get?” but also “What can I give?” 

3. Be Open to New Possibilities & Avoid Confirmation Bias

There are two kinds of mindsets: a fixed mindset and a growth mindset. A fixed mindset says that my abilities are fixed and my value is based on my ability to do well against those skills. A growth mindset says that my abilities are malleable, with my value being placed on working hard and continuing to grow. Centered around an individual’s willingness to fail, a growth mindset fosters resilience; it arms you with the grit to tackle tough challenges, and find success. While entrepreneurs tend to embody the growth mindset more than most, it is not an exclusive commodity. The beauty of the growth mindset is that you are not born with or without it, but instead can train it like a muscle by constantly pushing yourself–and your company–to learn, try, and do new things. Encouraging a growth mindset can be as simple as reading an interesting article, or listening to a podcast. Ideas can come from unexpected places; a growth mindset is simply the vehicle that gets you to those places. 

4. Showcase Agility; Always Re-Orienting (Even if it Means Your First Hypothesis Was Wrong)

Agility is a key element of staying with and getting in front of changing market conditions. Startups can and will pivot their businesses on-demand to capitalize on opportunities. Too often, we see bigger companies reluctant to adjust to changing markets or new information, and struggle to act on opportunities quickly. Companies that critically assess their current position against their future opportunities can rapidly make decisions in order to pursue their vision. Asking questions like “Are we actually talking to the right people?” or “Given this situation, what has to be true to move forward?” can help a company to be proactive instead of reactive, allowing for a critical pivot before it’s too late. Due to a constantly evolving landscape, even the best-laid plans must be modified as time goes on. By being receptive and open to that change, corporations and startups alike can put themselves in the optimum position for success.

5. Operate with Urgency, Seeking Progress Over Perfection

Having the drive to push your business forward each and every day is one of the key factors when operating with urgency. Urgency is the motivation each day to stay on top and to respond quickly when you get knocked down. Steve Case, founder of AOL, showcases the importance of urgency when referring to the first wave of internet adoption. Microsoft had just released MSN, a direct competitor to AOL, and was the first company to offer unlimited services for a flat fee, undercutting AOL’s prices. Case, knowing that time was of the essence, convinced his team to work through the weekend so that the following Monday, AOL could announce its own updated pricing. In doing so, AOL was able to avoid MSN taking a large chunk of their customers while simultaneously opening the door for a new revenue source–online advertising. Operating with urgency enables an avoidance of getting left behind, as well as capitalize on new, momentary opportunities.

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Regardless of your company size, industry, or function, adopting “innovation” as a mindset is a powerful investment. If your team is facing one of those “dark caves” ahead, reach out! We’re here to help.  

At TGG, our curiosity drives us to keep a pulse on what’s going on in the world around us and, currently, there’s a lot of buzz in the U.S. around the food and beverage industry. Consumers are expressing growing concern of side-effects from ingredients, processing, packaging, and lack of transparency which is leading to the introduction of new regulations at both state and federal levels. 

California is leading the way 

California is a state that has led the charge on introducing new guidelines. It has put mandates in place to investigate the health impacts of ultra-processed foods and raised the nutritional standards in the school meal program. While these mandates did not initially impact big players in the industry, recent bans (starting as soon as January 2027) will require a response. These bans include:  

While only one state, California is the world’s 5th largest economy, with $4.08 trillion GSP (Gross State Product) and is home to ~12% of U.S. consumers. To ensure the right to play in this market long-term, large-scale production changes will need to be made. 

What will happen next? 

Access to California consumers is not the only market at stake. There is also the very real possibility that some of these regulations may establish a precedent that other states or Federal U.S. agencies may follow. For example, on January 15th, the FDA also issued a ban on Red Dye No. 3. This happened less than 2 years after California, with the same deadline of January 2027. 

While companies react to new regulations as they are released, there is an opportunity for both new and established brands to proactively strategize in anticipation of what consumers – and regulators – may be looking for next.  

Circumstances are ripe for new innovations that can lead to long-term consumer trust and brand loyalty. As a battle-tested innovation and strategy partner to several big industry players, TGG welcomes the challenge to help make what could be a difficult transition into an exciting, new opportunity for disruptive innovation.  

Given the significance of these changes, you can expect to hear updates on this topic from TGG as we navigate the uncertainty alongside you. 

For more information on how The Garage Group partners with F1000 brands, visit thegaragegroup.com or click HERE for a direct line to our team.  

At TGG, we live by our core value of “Insatiable Curiosity.” It drives us to dig in, explore what’s emerging, and get inspired by how others are solving problems!

And CES 2025 didn’t disappoint, showcasing innovations across a wide range of areas. One intriguing theme that emerged for us across demographics and categories was the growing interest in “positively impacting healthspan”— the length of time individuals remain in generally good health. Longevity is one thing, but living a long life with the ability to engage in beloved activities is the goal for most.

Tech & AI are pushing boundaries on “healthspan” problem-definition and unlocking new possibilities for increased understanding and implementation of personalized, data-based actions.

Check out examples that we have curated:

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About: CES® is the most powerful tech event in the world — the proving ground for breakthrough technologies and global innovators. CES showcases companies including manufacturers, developers and suppliers of consumer technology hardware, content, technology delivery systems and more.

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