From Kardashian popcorn to pancakes - is the protein health craze worth it?

"The convenience of high-protein snacks, combined with the positive perception of the nutrient among customers, has led to manufacturers using protein as a marketing tool."

"Protein claims are being added to food with naturally high levels of the nutrient, but also on products you wouldn't expect like mousses and pizzas."

The article discusses the surge in popularity of high-protein snacks in supermarkets, including celebrity endorsements like Khloe Kardashian's protein popcorn. Sales figures indicate a significant increase in food products promoting protein content. Experts suggest that while protein is essential for muscle building, relying on whole foods is more beneficial than processed high-protein snacks. The trend is largely driven by marketing strategies, with manufacturers labeling unexpected items such as desserts and pizzas with high-protein claims, creating a perception of healthiness.

Read at www.bbc.com