Lion develops its Lion Protein protein cereals based on proteins naturally derived from wheat (+86% protein compared to the classic Lion bar).
Present in all segments, protein is THE food trend of recent years (Turnover increased by 31,7% between 2023 and 2024 !). In 2024, one in two families had breakfasts with more protein than in 2023. Consumer expectations are also changing : 80% want to increase their protein intake. In product choice, taste remains the first priority for adolescents. Meeting these expectations, Lion becomes the first player in breakfast cereals for adolescents to offer a pleasure offer based on proteins naturally derived from wheat with the chocolate-caramel recipe for Lion cereals, a unique wafer shape and an ultra-crispy texture. In the meeting, Lion is the second brand in the cereal aisle with 8%* market share.
* Ipsos Meeting PDM YTD Value, December 2025.
