In the past few years, there has been a surge of interest in enriching various food items with proteins sourced from diverse origins, driven by the goal of creating functional and nutritious food options. The Maillard reaction, renowned for its role in flavor, color, texture development and nutritional values, is increasingly being explored for its effect during protein fortification of food, especially in the realm of bakery products. This chapter delves into the function of Maillard reaction during protein enrichment of bakery products, offering a comprehensive exploration of mechanisms, technological implications, challenges, and control measures associated with this approach. The challenges faced during protein fortification of bakery products as well as the approaches followed to cope with them are addressed. The effects of the enrichment on the properties of bakery products as well as on the human health are explored. A detailed examination of the effect of the Maillard reaction on the structural and functional properties of proteins is provided. Factors influencing the Maillard reaction, control methods, and optimal conditions for protein enrichment and quality assurance measures are discussed. Consumer perception, market trends, and future prospects are also investigated. In essence, this chapter provides a valuable resource for researchers and industry professionals for understanding and harnessing the Maillard reaction for protein fortification in bakery products.