Why We Are Slapping ‘High-Protein’ on Everything And Still Don’t Eat Enough Protein

Walk into any supermarket these days and you’ll find yourself surrounded by an avalanche of “high-protein” everything. Cookies, pretzels, cereal, ice cream, even milk. All promising to help you “fuel up” or “stay full longer.” Somewhere between the vegan protein bars and the protein-infused pancake mix, I wonder, “How stupid do they think we are?”.

We’re living in the golden age of protein-ification, where every product gets a nutritional makeover with the addition of whey isolate or pea protein. But just because something contains protein doesn’t automatically make it healthy. And if you’re already eating a reasonably balanced diet, adding a protein cookie on top isn’t doing you much good, nutritionally or otherwise. Maybe just emotionally, which I totally get.

Let’s deglamorise junk food with added protein.

Protein Is Essential, But …

Protein is the raw material for building and repairing tissues, making enzymes and hormones, and keeping your immune system humming. No one’s disputing that.

And I do think we need more quality protein in our diets. The general recommendation is 0.8 grams per kilogram of body weight (about 0.36 grams per pound). But that’s the minimum needed to avoid…