Powering our appetite for protein

"Proteins, whether from whey, plants or animals, are essential for building muscle."

"Last year, approximately 71% of consumers identified protein as the nutrient they most frequently try to eat."

"That's an appetite corporate America is more than happy to feed - even though protein often doesn't taste very good."

"Lee Cowan looks at how companies like General Mills are developing protein-fueled products, and how Americans may be consuming more protein than they need."

Proteins from whey, plants, and animals play an essential role in building and repairing muscle tissue. Consumer interest in protein is high, with approximately 71% of consumers last year identifying protein as the nutrient they most frequently try to eat. Food companies are responding by creating a wide range of protein-fueled products across categories to meet that demand. Many protein ingredients have unappealing flavors, prompting formulation and flavor-masking efforts. Major manufacturers, including cereal and snack producers, are particularly active in launching protein-enriched options. Elevated intake levels raise questions about whether Americans consume more protein than they need.

Read at Cbsnews