Once the darling of gym-goers and fitness fanatics, protein has officially broken out of the shaker bottle and into mainstream pantries.
From celebrity-backed launches such as US media personality Khloé Kardashian’s Khloud Protein Popcorn and actor Zac Efron promoting a protein-rich porridge to actor Ranveer Singh’s SuperYou protein wafer bars, and household staples such as Amul’s high-protein kulfi, the message is clear: Protein is going pop!
The craze doesn’t stop there: Think protein bread, protein coffee, high-protein roti and idli mixes, cookies, chips, and even water.
As brands race to pack a protein punch into everyday foods, one wonders: Is this just another health trend, or a much-needed…