What’s happening
Kraft introduced Big Cheese Snack Protein+, a protein-forward version of its packaged cheese snack built to flip the typical cheese macro script.
The macro twist
The original Big Cheese Snack (Mild Cheddar) is positioned as a higher-fat cheese stick style snack. The new Protein+ version pushes protein much higher relative to fat — delivering 17g protein with 9g fat, 1g carbs, and 150 calories per piece.
How they’re doing it
This isn’t a “protein powder mixed into cheese” gimmick. The product is described as being made using pasteurized skim milk, which helps explain the cleaner macro profile.
Why this matters
This is the mainstream collision of “protein bar convenience” with “real food” positioning. For consumers who are tired of bars, shakes, and powders, protein cheese snacks are a simple swap that still checks the macro box — and Kraft has the distribution to make it a real category shove.