Why We Are Slapping ‘High-Protein’ on Everything And Still Don’t Eat Enough Protein
Walk into any supermarket these days and you’ll find yourself surrounded by an avalanche of “high-protein” everything. Cookies, pretzels, cereal, ice cream, even milk. All promising to help you “fuel up” or “stay full longer.” Somewhere between the vegan protein bars and the protein-infused pancake mix, I wonder, “How stupid do they think we are?”.
We’re living in the golden age of protein-ification, where every product gets a nutritional makeover with the addition of whey isolate or pea protein. But just because something contains protein doesn’t automatically make it healthy. And if you’re already eating a reasonably balanced diet, adding a protein cookie on top isn’t doing you much good, nutritionally or otherwise. Maybe just emotionally, which I totally get.
Let’s deglamorise junk food with added protein.
Protein Is Essential, But …
Protein is the raw material for building and repairing tissues, making enzymes and hormones, and keeping your immune system humming. No one’s disputing that.
And I do think we need more quality protein in our diets. The general recommendation is 0.8 grams per kilogram of body weight (about 0.36 grams per pound). But that’s the minimum needed to avoid deficiency, not necessarily to thrive.
Experts in nutrition and aging, like Dr. Stuart Phillips, a leading protein researcher at McMaster University, have shown that 1.2 to 1.6 grams per kilogram of body weight per day is a more realistic target for maintaining lean muscle, supporting metabolic health, and aging well. This is especially important as we get older and begin to lose muscle mass (a process called sarcopenia).
We’re often told we eat “too much” protein, but that’s not really the issue. What we’re actually eating too much of is low-quality protein: ultra-processed, additive-laden foods fortified with protein isolates. Meanwhile, we’re not getting enough complete, nutrient-dense protein from whole foods, like eggs, meat, legumes, and dairy.
So while the quantity of protein might seem adequate on average, the quality and distribution are way off. A protein-spiked cookie isn’t equivalent to a few pieces of chicken breast or a couple of eggs, even if the nutrition label says they contain the same grams of protein (also, plant protein and animal protein are not equal, but that’s another story for another time).
The Health Halo of “High-Protein”
Food companies are smart. They know that the word “protein” is powerful. After the fall of the low-fat craze and the demonization of sugar (well deserved in most cases), protein emerged as the safe macronutrient, the one we could all agree was “good.”
So brands started slapping “high-protein” on everything, often without changing much else. A bar with as much sugar and fat as a candy bar becomes a “performance snack” by adding 10 grams of whey protein.
This is a textbook example of the health halo effect: when one healthy-sounding word makes the entire product seem virtuous. Studies have shown that consumers consistently rate “high-protein” foods as healthier and more filling, even if the rest of the ingredients tell a different story. And yes, people even report that these products taste better (a bit of psychology magic at work).
But a protein donut is still a donut.
Researchers looking at ultra-processed foods (like Dr. Carlos Monteiro or Dr. Casey Means) have found that regardless of whether a food is high-protein, if it’s ultra-processed is consistently linked to weight gain, poor metabolic outcomes, and increased disease risk.
Basically, adding protein to junk doesn’t make it less junky.
Do You Really Feel Fuller with That Protein Bar?
A big selling point for high-protein snacks is satiety. They are supposed to keep you full for longer. And while there’s some truth to that, it’s not the full picture.
Protein does have a satiating effect, but context matters. In one study published in Appetite (a monthly peer-reviewed scientific journal covering research on normal and disordered eating and drinking in animals and humans), researchers found that whole foods were significantly more filling than protein bars, even when the bars contained more protein. The form, fiber content, and structure of food play a massive role in how satisfied we feel after eating.
That protein pudding probably won’t tide you over until dinner, no matter what the label promises. But it will give you a glucose spike that might make you eat more at dinner.
When Protein Supplements Actually Make Sense
There are scenarios where protein supplementation is genuinely helpful.
If you’re an athlete, an older adult losing lean body mass, someone recovering from illness, or just trying to build more muscle, getting enough protein can be a real challenge.
So, a high-quality protein powder with minimal ingredients can be very convenient. People on plant-based diets who struggle to hit their target may also benefit from high-quality protein powders.
But again, these are exceptions, not the rule. And I get that 1 protein shake/day, made at home with quality ingredients, can make your life so easy and boost your health. That’s great if you feel good, don’t stop.
At the same time, when it comes to snacks, if you’re just a relatively healthy adult eating three meals a day, there’s a good chance you don’t need that 18g protein cookie.
Have a snack that satisfies what you crave and own it, but don’t have the protein version just to feel better about yourself.
The Risks of Over-Proteinizing Your Diet
Too much protein isn’t necessarily harmless.
Excess protein is either used for energy or stored as fat. Plus, focusing too much on protein can crowd out other nutrients. Carbs and fats aren’t the enemy, your body needs them too. A well-rounded diet is a symphony, not a solo act.
Prioritizing protein is always a good strategy, as long as it comes from real foods and doesn’t give you tunnel vision. And let me be clear, you can be healthy while having a highly processed snack now and then, with or without protein.
But don’t lie to yourself that because it has protein, you can have it more often, or it’s healthier.
What’s Actually a Better Plan? Real Food, Balanced Meals
If you’re trying to eat healthier, get stronger, or lose weight, the answer probably isn’t hiding in a foil-wrapped protein crisp bar.
Instead:
Eat whole, minimally processed foods.
Include protein in every meal, but get it from diverse sources — meat, eggs, legumes, fish, dairy, legumes (but focus on animal protein).
Don’t neglect fiber, healthy fats, and carbs, they keep you balanced.
Use protein supplements strategically, not religiously.
Yes, the boring stuff actually works if done consistently.
High-Protein Doesn’t Mean Healthy
We’ve reached peak protein hype. It’s in everything now, and while protein is undeniably important, the quality should be the first thing you take into account, and then the quantity.
Protein pudding is not healthy. Protein cookies are still cookies. And that pretzel with “7g of plant protein”? It’s probably just a salty carb bomb in a fancier outfit.
So next time you’re attracted by “PROTEIN+” labels, pause and ask yourself: Do I need the protein, or do I want the junk food?
If you need the protein, get some parmesan cheese, turkey slices, and boiled eggs (assuming you don’t have time to cook). If you want the junk food for the taste, get the one you like the most, have a few bites, and move on with your life.