Proteinmaxxing is sending shockwaves through the baby formula market as a protein-fueled fitness craze collides with weight-loss drug trends, driving whey protein prices through the roof and forcing formula makers into impossible cost squeezes. With concentrated whey soaring from $10K to $25K per metric tonne, manufacturers face steep hikes that could push formula prices even higher—already up 5% in a year. Families already struggling to afford formula may be forced into dangerous shortcuts like dilution, while industry calls for price caps grow louder amid reports of massive profits. Reformulations are underway, but they’re just shifting the burden—making it clear: parents are about to pay more, and there’s no easy fix.
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