GoGo squeeZ adds protein snacks in portfolio expansion

Bel US is turning GoGo squeeZ into something much bigger than a fruit pouch. The company on May 20 added the first-ever GOGO Protein Snack line, pairing fruit-snack familiarity with functional cues aimed at parents, Gen Z shoppers and anyone looking for a more filling on-the-go snack.

The new lineup splits in two directions. GOGO Dairy Protein delivers 10 grams of protein from real milk and fruit in Mixed Berry and Strawberry. GOGO Fruit Smoothie Protein brings 8 grams of plant protein, is dairy-free, and comes in Tropical Smoothie and Apple Cinnamon. That puts GoGo squeeZ in a different lane from the brand’s core fruit squeeze, and closer to the protein math consumers already expect from single-serve yogurts and many snack bars. The difference is portability: these are still shelf-stable, kid-friendly pouches, not a spoon-and-fridge proposition.

Bel also used the launch to test a more indulgent format under the same umbrella. GOGO PB&J Stack'd Bites, a limited release created with Foodberry, deliver 5 grams of protein from real peanuts per pack, are made with real fruit, contain no artificial flavors or added colors, and do not require refrigeration. They launched exclusively at Walmart in Mixed Berry and Peach, giving Bel a retail test bed for a snack that looks like a lunchbox treat but carries a protein pitch.

The move is part of a wider portfolio push. Bel announced the acquisition of Brainiac and Little Brainiac on May 6, saying the brands had posted triple-digit net sales growth over the prior year and that Ingenuity Foods would continue under its current leadership. One week earlier, Bel had introduced GoGo squeeZ SlymeZ, underscoring how quickly the company is layering new platforms across fruit, veggie, dairy and protein snacks. The strategy is meant to build what Peter McGuinness called a “purpose-driven snacking portfolio.”

That framing matters because protein is no longer being treated as a line extension gimmick. Bel said protein is the No. 1 desired functional benefit for Gen Z shoppers, and Carolina Cespedes Virguez said the company is re-imagining the snack aisle while proving that better snacking does not require a compromise on taste or texture. Whether that reads as real innovation or just another brand chasing the high-protein halo depends on execution, but the architecture is clear: GoGo squeeZ is no longer only about fruit. It is now aiming at satiety, lunchboxes and the broader better-for-you set.