It is hard to ignore the increasing number of foodstuffs on supermarket shelves clamouring for attention with “protein” branding. From meat and dairy to ready-made meals and confectionery, the “P” word pops up more and more, in many cases alongside food that is well endowed with protein but does not shout about it.
Clearly, “high protein” and “protein enriched” labels and products appeal to consumers even though they tend to cost more. Dietitian Sarah Keogh, founder of Eatwell, has seen lots of food-related trends come and go but she believes this one is here to stay.
“A focus on protein is definitely justified,” she says. However, “the amount I see people trying to stuff into themselves is probably not.”
If you have not already jumped on to the “high protein” bandwagon and are wondering if…