The Built Puff protein bar is covered in chocolate and has a sweet coconut center, making it practically indistinguishable from a Mounds bar. Nutritionally, though, the two products are very different. A Mounds bar has north of 200 calories and 20 grams of added sugar. My bar has 140 calories, just six grams of added sugar, and about as much protein as three eggs.
Same goes for low-fat yogurts "made with real fruit," "organic" plant-based milks and bottled "superfood" smoothies. Buyer beware: Healthy grocery buzzwords like those often cover up an unhealthy amount of sugar. Added sugars are difficult to quickly spot because many companies use clever marketing to distract consumers, said Nicole Avena, a professor of neuroscience and psychiatry at Mount Sinai Medical School and Princeton University who has studied added sugars.
Americans are currently besotted with protein. It's touted as being good for muscle growth, weight loss, skincare, mental acuity, longevity, and much else besides. It's sold to men, women, children, the elderly- you can even buy protein for your pets. The protein supplement market alone is worth $21 billion and growing-and extra protein is being added to coffee, cereal, pasta, beer, ice cream, and popcorn.
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.
