Benefit stacking is more than a mindset—it's driving brand evolution and growth

Several retail leaders – including branded CPG and mainstream private labels alike – recently announced plans to refresh their brands and packaging systems to “go all in on store brand innovation that offers functional and health benefits.”¹ One of the key components of the evolved branding is more engaging and accessible packaging claims that showcase benefits like fiber, protein, gluten free and more.  

Take Kraft Heinz, which recently modernized certain brands in its portfolio to “help reposition them against the backdrop of changing consumer and nutritional preferences.”² The changes included adding protein-forward SKUs along with new lines that leverage trending flavors. This investment has paid off as Kraft Heinz reported quarterly sales of $6.05 billion, besting the market’s anticipated sales of $5.89 billion.² 

The business decision to feature the nutritional benefits our foods deliver is a direct outcome of a growing consumer mindset known as benefit stacking—the desire to get more from the foods we’re eating, especially because we’re eating less. In short, benefit stacking means every bite needs to matter more to win on shelf and in restaurants. 

“Consumers are becoming more intentional about their food choices, seeking out nutritional benefits that align with their wellness goals,” said Matthew Schueller, Senior Director of Insights at Ardent Mills. “With overall food consumption decreasing, brands are taking a closer look at ways to optimize their formulations for the benefits consumers care about – like fiber, protein and whole grains – as well as how to effectively showcase those benefits on packaging.” 

When it comes to benefit stacking, both your ingredient choices and how you communicate the resulting benefits matter. It’s not enough to create products that deliver more grams of fiber or protein or that reduce sugar and eliminate gluten. “The brands that clearly communicate the nutritional value of their products are the brands that are gaining consideration despite overall category declines,” added Schueller.  

For instance, share of new products that have been launched so far in 2026 with a protein claim AND fiber claim AND whole grains claim is +92 percent from all of 2025 and is at the highest level since at least before 2018.³ And when we look at brands that are investing in clear, accessible benefit claims, they are growing. The up-and-coming snack brand Kindling, which makes protein pretzels, showcases multiple claims on their packaging, including protein, fiber, whole grain, no added sugar and non-GMO*. In a category experiencing .8 percent decline in unit sales, Kindling is experiencing 13,270 percent growth in unit sales.⁴  

“For the last several months we’ve seen a tangible connection growing between the food consumers purchase and the nutritional benefits those products are amplifying,” said Angie Goldberg, Chief Growth Officer at Ardent Mills. “Our goal is to work with customers to help them reformulate and innovate with ingredients that can help maximize the nutritional value of their portfolio and move them closer to the claims they want to communicate on pack to boost sales and garner lasting loyalty.” 

It’s also important to note that benefit stacking is a mindset that crosses consumer cohorts. Whether shoppers prioritize private label brands or are upgrade consumers seeking out more premium products, benefit stacking matters. “Accessible health and wellness are at the core of this mindset,” Schueller said. “The demographics that traditionally define specific consumer sets tend to blur when we talk about prioritizing health benefits from the foods we eat every day.” 

Optimizing your portfolio for benefit stacking doesn’t have to be an overwhelming undertaking. There are smaller steps that can move brands in the right direction. 

• First, be sure to amplify the nutritional benefits your products already contain. Sharing qualified claims about protein, fiber, whole grains and gluten free is an easier jumping off point because it doesn't require formulation changes.
• Second, consider optimizing your formulations with higher fiber or protein ingredients that deliver on consumer priorities. Whole grains and pulses like chickpea, lentils, flax, sorghum and other ingredients can help you boost the "nutritional wealth" of your portfolio. Working with the ingredient experts at Ardent Mills can help you ensure the performance of your products as you integrate new ingredients.
• Third, prioritize nutrient-rich ingredients in your innovation strategies. As you consider your next line extension or new snack, place the benefits that matter most front and center. Higher fiber, protein rich, gluten-free products are outpacing their more traditional competitors.

Benefit stacking isn't a trend living in the margins or mindset only a fraction of today's consumers embrace. It's gaining momentum in grocery aisles, in restaurants and in our homes. Be part of the movement and start benefit stacking today. We're here to help.