Protein is everywhere, except in frozen: Crop’s focuses on naturally protein-rich foods

Crop’s wants to bring the high-protein trend to the frozen food aisle. As a European market leader in frozen vegetables, fruit and meal solutions, Crop's is deliberately focusing on ingredients that naturally contain protein. No added protein, but protein, naturally powered.

02/10/2026

Ooigem, 6 October 2026 – From edamame and peas to lentils, chickpeas and other vegetables, many plant-based ingredients naturally contain protein. Yet this nutritional benefit remains largely untapped in the frozen food aisle. Crop’s wants to seize this opportunity by developing vegetable and meal solutions based on ingredients that naturally contain protein.

In doing so, Crop’s is taking a different approach to one of today’s biggest food trends. While more and more products are being fortified with additional protein, consumer interest in natural protein sources and shorter ingredient lists is growing at the same time. High protein does not automatically mean healthy either: highly processed products, from cookies and confectionery to ice cream and desserts, can also carry a protein claim.

From the gym to the mainstream

There is little doubt that consumer demand is there. According to Innova Market Insights, more than half of consumers worldwide say they are actively consuming more protein. In the Netherlands, 30% of consumers deliberately add protein-rich products to their eating occasions, rising to 43% among 18- to 34-year-olds. Almost one in ten new food and beverage products launched in Europe now carries a high protein or source of protein claim.

Protein has therefore evolved from a sports nutrition niche into a much broader consumer need linked to active lifestyles, weight management, satiety, vitality and healthy ageing. Yet the frozen food aisle has largely been left behind. It is precisely this gap between consumer demand and current offerings that Crop’s aims to help close.

Protein, naturally powered

Pulses in particular offer interesting opportunities, including soybeans, green peas, broad beans, lentils, chickpeas and white beans. Vegetables such as spinach, broccoli and Brussels sprouts, as well as fruits including guava, passion fruit, jackfruit, avocado, pomegranate and various berries, also naturally contain protein.

Under European regulations, a product may carry a high protein claim when at least 20% of its energy value comes from protein. For a source of protein claim, the threshold is 12%.

“Healthier food needs to be nutritious, but also tasty, convenient and affordable. That is exactly where frozen food has a strong story to tell. We can make nutritious ingredients available all year round and at competitive prices. By focusing on naturally protein-rich ingredients, we are bringing one of today’s biggest food trends into the frozen food aisle, without adding something that nature already provides. For us, that is what our company purpose Do Food Good is all about,” says Korneel Warlop, Head of Marketing & Communications at Crop’s.