/News/Markets-trends — Protein Pints was founded by childhood friends Paul Reiss and Mike Meadows. The duo were driven by a shared passion for fitness, nutrition, and the desire to enjoy ice cream daily without compromising health goals.
“We offer a tasty product that satisfies cravings while aligning with health goals,” the co-founders told us. “Our unique offering directly addresses the needs of today’s health-conscious consumers wanting an easier way to get more protein in their daily diet.
“Our mission is simple: to help people enjoy their protein.”
The company claims to have solved the much-maligned issue of chalky taste, overly-dense texture and other common deal-breakers for ice cream consumers who crave guilt-free indulgence.
This year, Protein Pints is rapidly expanding in US retail following a successful test at select Sprouts stores earlier in 2025. The company’s portfolio - which includes five flavors: Cookie Dough, Peanut Butter Chip, Chocolate, Mint Chip & Strawberry - has been rolled into Kroger, Target and Albertsons/Safeway stores nationwide, as well as all Sprouts Farmers Market locations.
We spoke to Paul Reiss and Mike Meadows to find out what sets their brand apart . . .
What sets you apart?
We feel strongly that ingredients matter and felt it necessary to only use natural ingredients in our formula, as well as limit the sugar to only what is necessary. All of our pints have 85% less sugar than traditional ice cream, with an extraordinary taste.
What have been the biggest learning curves so far?
The journey from concept to product development offered significant challenges in research and development, formulation, and brand launch preparation. We spent countless hours during our first two years doing R&D, formulating an award winning product, fundraising and preparing to launch the brand before starting sales. That time was well worth the investment as we’ve achieved substantial early success with retail placement and growth this year.
How does protein fit into today’s better-for-you ice cream category?
Protein fits into today’s better-for-you ice cream category by offering a delicious alternative to traditional ice cream that allows consumers to satisfy their sweet tooth without sacrificing their fitness goals. Our brand is disrupting the frozen dessert aisle, giving consumers what they’ve been looking for in a category ripe for massive growth.
“The US protein market is estimated to be over $24bn in 2024 with steady growth continuing for the foreseeable future.”
Paul Reiss, co-founder
What’s the profile of your target customer?
The primary target group for Protein Pints are health-conscious consumers, fitness enthusiasts, and ice cream lovers who want to balance indulgence with their health and nutrition goals. We share a passion for fitness, nutrition, and the desire to eat ice cream every day like when they were kids, and knew we were not alone.
“Ultimately, Protein Pints is positioned for anyone who wants to get more protein in their diet, without sacrificing taste or enjoyment.”
Mike Meadows, co-founder
How did you get into retail? What are some of the biggest lessons from that experience?
We got into retail by first perfecting our product through extensive R&D and participating in collegiate pitch competitions. We initially launched into a limited number of stores, beginning sales in just 14 Meijer stores in 2024, and then began building a small leadership team of CPG veterans who began to assist with infrastructure, retail buyer meetings & marketing support planning.
We were pleasantly surprised how many large retailers were looking for a product like ours and secured substantial early authorization, including full chain availability with Meijer in February 2025, Kroger national launch in March 2025 and Target national launch in May 2025, among others, leading to availability in barely 8,000 stores across the country right now.
The biggest lesson from this rapid retail growth has been how to work closely with our manufacturing partners to scale production, while leveraging consumer adoption.
How has your portfolio evolved in terms of flavors, formats? What has worked well, and what hasn’t?
We had a few modifications over the two year R&D period but happily landed on five delicious flavors in our line as we scaled our availability this year. While some retailers have taken 3 or 4 of the 5 flavors, our early success is opening doors for all 5 to expand.
What’s next for your company?
We aim to make Protein Pints a household name, offering accessibility of our delicious, protein-packed ice cream to every home. We are working on additional retail launches coming up this year and into 2026, as well as some exciting new category additions.
How do you see the future of high-protein dairy?
We believe the protein craze will continue to grow as a lasting trend in CPG. As protein pioneers, we are just getting started with the opportunities we feel protein can be integrated into the frozen aisle and freezers of every home.
However it’s not just the desire for more protein, it’s the combination of better ingredients, lower sugar and a better feeling to satiate your cravings but still feel good about what you are eating.
The explosive growth we’ve seen this year validates the significant consumer shift and future demand in this space.
