What isn’t protein being pumped into these days? There’s now added-protein breads, cereals, Snickers, Babybel, chocolate spreads, sparkling water, tea, and…podcasts.
Protein is now serving demand from a broad range of consumers “chasing a toned, but also skinny body” explained journalist Chelsea Coates on the BBC’s What in the World podcast (online).
Have we been duped? Maybe. In the west we are consuming more than we need of the stuff as it is – double the minimum healthy daily amount, no less. YouTube dietician Cara Harbstreet shared tips on boosting protein in the diet, with bonus points if it’s frontloaded at breakfast. The podcast didn’t go quite as far as to recommend a daily Full English – but with beans, eggs and bacon it is arguably a protein powerhouse.
On YouTube channel the Good Life Project, host Jonathan Fields sought the facts on protein’s influence on longevity from scientist Dr Federica Amati.
“I love talking about protein,” Amati – head nutritionist at gut health brand Zoe – said. Again, active adults mostly get enough, she explained, but with age your ability to absorb it, and appetite generally, “begins to wane”. So, Fields summarised, “pay more attention”.
Over on Zoe’s own podcast (online) Amati confirmed “most people don’t need more”. So why, asked the Zoe co-founder, does “almost every other food” in the supermarket boast of added protein?
Simple really: “It’s a big business,” she said. “The marketing is creating the demand.”
No comments yet