‘Proteinmaxxing’ could lead to higher prices for infant formula, say experts

Whey protein powder is a key ingredient in infant formula, where it is used to mimic human breast milk by adjusting the protein ratio and making it easier to digest. Photograph: TheToidi/Alamy

The rise of “proteinmaxxing” – a trend in which consumers try to eat as much protein as possible – could lead to higher prices for infant formula, experts warn.

Whey protein, a key ingredient in infant formula, has surged in popularity over the past year as health professionals emphasise the benefits of protein.