Protein pancake mix: “high in protein” is arithmetic, not marketing

You make, or have a contract manufacturer blend, a dry mix for protein pancakes and baking: flour or oats, protein powder, dried egg or milk, raising agent, maybe a sweetener. The customer adds water and fries. You sell through your own online shop, fitness stores and subscriptions. The advantage of a dry mix is obvious — no cold chain, shelf life of months, cheap postage. The catch is elsewhere: across Central Europe, protein mixes are already sold by many brands, from sports nutrition to big food companies. And the main ingredient, whey protein, has roughly doubled in price over the past year. So the idea doesn’t rest on a recipe but on knowing how much protein the mix must contain to be called protein at all, and on having a different ingredient or a different reason to buy than the competition.