Protein is hot. Now officially the next wonder ingredient to be oversold and marketed by corporate food giants that focus on making ordinary products for the maddening crowd. You can even find these products at the local grocery store next to the Honey Bunches and Fruity Pebbles.
If you have been into fitness/nutrition any time during the last 30-years, you know the belief that protein intake is fundamental to good health isn’t new. In my view those of us who’ve been committed to fitness are responsible for creating the demand for products with more protein.
It’s kinda nice to be heard.
Should be good news we’ll have more products that contain added protein, but history has shown the food giants don’t look at nutrition like we do. Let’s just say they’re comfortable staying slightly behind the times, (at least 30-years behind with protein). Where these companies shine is in making food inexpensive, so we can feel good about buying foods that aren’t at all healthy.
A formula to make lot’s of money.
I suspect though, because protein is by far the most expensive macronutrient, the food giants will need to get very creative to keep the masses from getting sticker shock at Wally-World.
Trust and verify.
Most of you already heard about or saw the Special K Challenge, and their Willpower starter kit in discount drug or grocery stores. Kellogg's has been the leader in adding protein into mainstream products, so I decided to see how their products breakdown nutritionally. I pulled the specs off the three products in the kit, which are; a high protein ready-to-drink, meal bar, and their Protein Plus cereal.
Pay me now, or pay me later
As you can see in the example above, the level of nutrition we expect to get from products in a specialty health store are much different than what’s acceptable to the masses. I believe it’s going to be difficult for mainstream food companies to sell higher quality products to the masses. They just cost more. And to sell the masses you must make products that are priced in an affordable range for as many people as possible.
Stay True, Support Authentic Products, Nutrition Stores
Someone who invested their time and money learning about and teaching me about eating healthy changed my life.
Who did that for you?
The point is, do your best to support those who care enough to produce and sell the best products they can. Most of them are just like you, they believe fitness and nutrition hold the key to your best life.
You know they’re right.
Content provided by Sports, Nutrition & Supplement Guide.