"Gen Z men aren't cooking the meals out of laziness. Rather, they see it as a reliable source of protein. Some men on social media admit to eating the meal up to seven times per week as a cheap way to build muscle."
"The simple and bland boy kibble diet is the newest entrant in the protein craze, which has motivated companies to capitalize on the demand. Dunkin' recently rolled out iced protein lattes. Doritos will soon release protein chips, with servings that include up to 10 grams of protein per bag."
"Health and Human Services Secretary Robert F. Kennedy Jr. released new nutritional guidelines in January urging American households to load up on protein, dairy, and healthy fats. Meat proved hot in 2025, with sales of meat snacks up 6.6%."
The 'boy kibble' trend involves gen Z men consuming simple meals of ground beef and rice up to seven times per week as an affordable protein source for muscle building. This male-coded counterpart to the 2023 'girl dinner' trend reflects a broader societal focus on protein consumption. Companies have capitalized on this demand, with brands like Dunkin' and Doritos launching protein-enhanced products. The Trump administration's Health and Human Services Secretary Robert F. Kennedy Jr. released nutritional guidelines encouraging increased protein, dairy, and healthy fat consumption. Despite this trend, beef prices have risen significantly, with ground beef reaching $6.75 per pound in January, a 22% increase from the previous year.
Read at Fortune
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