cheryl
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The American diet is having an unhealthy love affair with protein - Quartz
The packaging was pretty—shiny purple foil wrapped around a double dark chocolate cookie. I stepped forward to reach for it.
“PROTEIN COOKIE,” the label screamed upon closer inspection. I withdrew my hand and a friend shopping alongside me reacted appropriately:
“Calm down, you’re just a cookie,” he said.
If you’re a packaged food and you want to sit at the cool kids’ table in 2019, you’d better be jam-packed with protein. And you’d better wear it like a badge of honor, too. It’s an undeniable selling point, obvious from any leisurely stroll down a grocery store aisle. There are cookies, snack bars, and smoothie mixes. It’s printed on clear plastic containers of salad. Buy “protein greens” or “textured vegetable protein” (sold as TVP® by Bob’s Red Mill). You want clean protein? Builder’s protein? Cinnamon horchata protein? Cold brew coffee with collagen protein? Cheerios with protein?
The packaging was pretty—shiny purple foil wrapped around a double dark chocolate cookie. I stepped forward to reach for it.
“PROTEIN COOKIE,” the label screamed upon closer inspection. I withdrew my hand and a friend shopping alongside me reacted appropriately:
“Calm down, you’re just a cookie,” he said.
If you’re a packaged food and you want to sit at the cool kids’ table in 2019, you’d better be jam-packed with protein. And you’d better wear it like a badge of honor, too. It’s an undeniable selling point, obvious from any leisurely stroll down a grocery store aisle. There are cookies, snack bars, and smoothie mixes. It’s printed on clear plastic containers of salad. Buy “protein greens” or “textured vegetable protein” (sold as TVP® by Bob’s Red Mill). You want clean protein? Builder’s protein? Cinnamon horchata protein? Cold brew coffee with collagen protein? Cheerios with protein?