the cottage cheese revival: from mousse to viral flatbread, it's all over social media
cottage cheese sales are surging as content creators add it to cheesecakes, cookie dough, mac and cheese, pancakes and more
jul 5 2024
4 minute read
cottage cheese is experiencing unprecedented popularity, especially among the tiktok generation — gen z. content creators are using it to make high-protein flatbread, cheesecakes, mac and cheese and more.
laura brehaut
however unlikely it might seem to those who associate cottage cheese with salad bars and weight-loss regimes, curds and whey have stolen the social media spotlight. content creators are whipping cottage cheese for dips and spreads and blending it for chocolate mousse, ice cream and salad dressings .
the #cottagecheese trend started in 2023 and shows no signs of slowing down, with more than half a billion views on tiktok and soaring sales in canada, the united states and beyond . most recently, cottage cheese has taken over as a viral flatbread . high in protein and naturally gluten-free, it comes together in a blender or food processor and can take on any flavours your heart desires.
cottage cheese hasn’t changed — it’s always been high in protein — but its fans have, says erin matier, business unit director of dairy for gay lea foods . while in the past, consumers considered cottage cheese a low-calorie, low-fat “healthy food” to aid in weight management, a younger generation has caught onto the fact that it’s high in protein. “consumers are finding different ways to incorporate cottage cheese to create something new, which is really cool when your product can stand alone as a food, but it can also extend into different usages.”
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content creators are adding cottage cheese to cheesecakes, cookie dough, flatbreads, mac and cheese, and pancakes. all this social media love has increased sales — a lot. cottage cheese is experiencing unprecedented popularity across the board, but especially among the tiktok generation, gen z.
nordica , gay lea’s line of cottage cheese products, is a leader in the category. “in the latest year, we’re definitely seeing healthy, healthy double-digit growth,” says matier, who declined to say by how much.
“when this happens, it’s magic because not only is the company, the brand, the category, not having to pay for advertising. it means that it’s real. and so, what we’re seeing with social media is (that) cottage cheese is everywhere, and consumers are using cottage cheese. they found a renewed love for cottage cheese.”
according to circana data, cottage cheese was the third-fastest-growing dairy segment in the united states in 2023. modern retail reports that the upward trend continues in 2024, with sales rising 13.5 per cent year-over-year, up to us$1.33 billion. “the data that we use, whether it’s our shipments or nielsen data, tell the same story — more so,” says matier.
registered dietitian amanda natividad-li attributes the cottage cheese trend to people realizing it’s an “easy source” of protein and calcium. the texture of the curds and whey can be divisive, which the new uses address: “when you’re blending it into things, it becomes super creamy.” she thinks satiety also plays a role, which cottage cheese excels at because most of its protein is casein.
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there was a time when greek yogurt got all the glory. now, with similar protein content, it’s cottage cheese’s time in the sun, says registered dietitian shannon crocker . “protein is hot. it’s not just for people looking to lose weight or build muscle, but people who are looking for ‘better-for-you,’ satisfying food for optimal health (and) healthy aging as well.”
in addition to being an affordable source of protein, cottage cheese contains calcium, vitamin d, potassium and magnesium. one caveat: it’s higher in sodium than greek yogurt, crocker notes. for someone who watches their sodium intake, that could be a consideration.
while protein seems to be driving the interest in cottage cheese, its mild flavour makes it a versatile ingredient. “we’re seeing cottage cheese used in all sorts of ways that it hasn’t been used before,” says crocker. she’s tried making cottage cheese chocolate mousse, veggie dip and flatbread, which she enjoyed, and she has long been a fan of adding it to her pancakes with oats and other ingredients.
with the cottage cheese flatbread in particular, eating it instead of a corn or wheat flatbread, tortilla or wrap makes for a more satiating meal. “(if you use) a flour wrap, like a typical tortilla, you won’t be getting a whole lot of protein,” says crocker. “if you ate the whole (cottage cheese) wrap and made it with one cup of cottage cheese, you’re going to get 25 grams of protein. and we’re aiming for about 20 to 30 grams per meal, let’s say, so that’s going to be really satisfying.” if you add an extra source such as hummus, tempeh or chicken to your sandwich, the protein would be even higher.
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like natividad-li, crocker believes satiety makes all the difference. “that’s what we want from food as well. we want to feel like, ‘that was delicious. i feel good, energized and satisfied for a while.’ and that’s the benefit that cottage cheese is going to give you.”
cottage cheese flatbread recipe
cottage cheese flatbread with smoked turkey breast, washed-rind cheese, fresh spinach, pickled radishes, turkish red pepper paste and mayo.
laura brehaut
recipe adapted from arash hashemi, creator of shred happens
makes: 1-2 servings
1 cup (250 g) cottage cheese
2 eggs
handful fresh basil leaves
1/2 tsp garlic powder
cooking spray or 1/2 tsp neutral oil
step 1
preheat the oven to 350f (177c).
step 2
in a food processor or blender, combine the cottage cheese, eggs, basil and garlic powder and process until smooth and creamy.
step 3
line a quarter-sheet pan (9 1/2 x 13 inch/24 x 33 cm) with parchment paper and spray the paper with cooking spray (or brush with oil).
step 4
pour the cottage cheese mixture into the lined pan. if necessary, spread it out with a spatula and lightly tap the pan on the counter to remove air bubbles.
step 5
bake until golden, about 35 to 40 minutes, and let cool before assembling your sandwich.
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