Starbucks has declared itself all in on protein. Beginning this month, customers can order Protein Lattes and Protein Matchas, or add Protein Cold Foam to their cold brews and Frappuccinos, turning a daily caffeine ritual into something resembling a workout supplement. This isn't simply about menu items. It signals how deeply the protein craze has embedded itself into American culture. Across the grocery aisle, protein has become the nutrient of the moment, highlighted with the same zeal once reserved for fat-free labels.
Obesity has outpaced undernourishment to become the leading form of malnutrition worldwide for the first time among children and teenagers, according to UNICEF. The United Nations children's agency stated in a report released on Tuesday that nearly one in 10 children aged five to 19 is living with the chronic disease. The epidemic is being fuelled by easy availability of ultra-processed foods even in countries still grappling with child undernutrition and aggressive marketing.