Protein is no longer the secret ingredient of the iron-pumping brigade. In 2015 protein enhancement went mainstream, as consumers swapped high-carb, high-sugar diets for protein-packed pizzas and porridge to stay fuller for longer either for their health, or to lose a few extra pounds.
As The Grocer revealed, the surge in popularity saw UK products making bold front-of-pack claims about protein content nearly quadruple in four years, from 38 listed by Brand View in 2011 to 186 12 months later.
Breakfast proved a particular favourite for innovation, with Fuel launching a specialist range of Protiflakes and Protibix - prompting Weetabix to respond with a protein-enhanced biscuit itself this month, following the earlier launch of a protein breakfast drink. And the resurgence in the popularity of eggs, sales of which are at a 50-year high, is also surely not unconnected.
But history shows that all new health kicks inevitably end up on the end of a backlash. And as quick as the tabloids were to rave about high-protein diets, they were even quicker to splash scaremongering headlines warning too much protein could lead to kidney damage, digestive health problems, and even colon cancer.
No comments yet