Since when was there so much protein in the ice cream aisle?
By MOLLY THOMPSON – mmtthompson@ucdavis.edu
“Try our new protein donuts!” proclaims the advertisement on my Instagram feed, followed by another showcasing protein-packed cereal, protein-fortified lattes, protein-filled Pop-Tarts and protein-enhanced tortilla chips. Nowadays, grocery stores are filled with protein-forward products — the social media landscape has become overrun with innovative snacks aimed at helping people meet their daily protein goals and protein has become the focal point of every healthy recipe on TikTok.
Needless to say, increasing protein intake is the current diet trend. This cultural hyperfixation is no different than any other fad diet we’ve seen over the past century (or more) — it’s another way to glorify thinness and feed into diet culture. It’s no better than the Special K diet of the early 2000s or the low-fat fad of the 1990s.
But like many other health trends in the era of body positivity and size inclusivity, it’s disguised. It’s unacceptable to outright state that smaller bodies are more desirable than larger bodies or that people should change the way they look to appeal to the norm in our current zeitgeist. So instead, the regimens are repackaged as “wellness” techniques.
Protein is important for our health — that’s indisputable. Along with fats and carbohydrates, protein is one of the essential macronutrients our bodies need to survive. Of course, we should make sure we’re eating enough of it, just as we should with fats, carbohydrates and micronutrients like vitamins and minerals. The issue only comes into play when we glamorize protein as the only acceptable macronutrient and, in doing so, continue to demonize the others. Fat and carbs have both historically been regarded as “unhealthy” at various points, especially within the fitness industry. But protein, which plays an especially important role in muscle development (along with many other areas of the body) is valued above the others.
The obsession with protein is just another way to control food intake and body size. The idea that a “protein pastry” is better than a regular Pop-Tart just continues to reinforce the idea that certain foods are morally superior to others because of how they supposedly make you look. Protein products are marketed as “better” than their conventional counterparts when, in reality, they simply serve a different purpose. They play a different role in your diet, but that doesn’t mean the traditional versions of the foods are inherently bad because they lack protein.
But the existence and prevalence of these protein products make us feel like we should choose these alternatives. It’s diet culture, once again. Protein is no longer just a macronutrient — to many, it’s become equated with weight loss or muscle growth, both of which are longtime pillars of the diet and fitness industry.
It’s important to focus on ensuring we get enough protein in our diets; I’m not denying that protein is important for daily bodily functions, but it’s become an obsession. Experts say that most Americans get enough protein from their regular diets without having to consume protein-fortified foods — if it is unnecessary for basic health, it’s diet culture, which is no more than yet another way to control and glorify a specific physique. Just like every other body trend, the focus on protein-fortified foods will be replaced just as easily as it came.
Written by: Molly Thompson — mmtthompson@ucdavis.edu
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