Global consumers want more protein in every bite, but the dairy industry is struggling to give it to them. Athletes and older adults have long used smoothies and shakes blended with whey protein concentrate a powdered byproduct of cheese-making to build or maintain muscle. More recently, food companies have sprinkled it into everything from breakfast cereals, Pop-Tarts and potato chips to bagels, tortillas and Starbucks drinks to meet growing consumer demand.