"First the influencers and manosphere loons added protein to ice cream, and I did not care because I rarely eat ice cream. Then they added it to popcorn, and I did not care because I rarely eat popcorn. Now they're adding it to coffee creamer, and I am forced to care because I am hopelessly addicted to coffee, caffeine, and anything even remotely gimmicky in this space."
"Protein is not the only thing intrepid Shopify-powered wellness brands are encouraging you to add to coffee, but it's certainly the most high-profile and zeitgeist-y adjunct to pour into your daily brew. Mushroom extracts, nootropics, amino acids, collagen, and a bevy of other chemical compounds purported to make your brain fire on all cylinders are all fair game here, which means the possibilities in this space are nearly endless. Coffee may be the final frontier of protein creep, and we are absolutely here for it."
Functional additives such as protein, mushroom extracts, nootropics, amino acids, and collagen are being added to coffee and other foods. Eight functional coffee add-ins were evaluated by adding the labeled serving size to an 8-ounce cup of coffee for one week each. Some products required larger base volumes, in which case the cup size was increased. The coffee base was single-origin Guatemalan beans roasted by Atlas Coffee Club and brewed in a Fellow Aiden on the light roast Guided Brew setting in 5-cup batches. The evaluation aimed to determine which products are effective and which are not.
Read at WIRED
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