ThinkThin’s New Vegan Line Taps into $5 Billion Market

The protein bar maker launches two clearly labeled vegan lines of bars and powders to stake its claim in the lucrative vegan market.

Protein bar company ThinkThin recently launched a line of plant-based protein products with the aim of tapping into the growing vegan industry. The new “plant” line consists of two flavors of probiotic-infused protein powder (Belgian Chocolate and Madagascar Vanilla), and two plant-protein bars in Sea Salt Almond and Chocolate Mint flavors. “Our focus on nutrition is matched only by our passion for innovation,” ThinkThin’s CEO Michele Kessler said. “We estimate that plant-based foods are a $5 billion dollar industry, and we wanted to bring to market a portfolio of products using high-quality, plant-based ingredients and still deliver the indulgent flavors our consumers expect.” The boom of the plant-protein industry is driving companies to develop new products and getting capital investments from the likes of Bill Gates, Leonardo DiCaprio, and Serena Williams.