Lincoln said in a phone interview with Small Business Trends, “We’ve been really really lucky over the years with all the rage protein has become.”

High-protein diets like Atkins have certainly grown in popularity in recent years. But the growing popularity of healthy snack providers isn’t all about official diet plans or fads. Some of it is simply due to the fact that people now have easy access to so much information about the foods they eat and how those foods can impact various aspects of life.

With Lincoln's business there's a concerted emphasis on balance. Through the years, there have been plenty of small businesses that pop up claiming to sell healthy snack items. But the options are either not as healthy as they claim to be or tend to taste more like cardboard than actual dessert.

The Protein Bakery sells snacks and dessert items that actually taste like their not-so-healthy counterparts. They’re not creating health foods that are going to replace people’s need to also eat things like vegetables. They’re just healthier versions of actual desserts.

“People deserve a cookie — a real cookie,” Lincoln said. “This isn’t a meal replacement or an entire diet program. It’s just a treat that you can grab every day and not have it destroy your diet or be your diet.”