From Kardashian popcorn to pancakes - is the protein health craze worth it?

In recent years, the shelves of our supermarkets have been filled with a variety of snacks and food items that proudly display labels claiming to be 'high-protein'. These products range from pancakes and pasta to rice pudding and even frozen pizzas. The trend has also caught the attention of celebrities, with Khloe Kardashian recently launching her Khloud Protein Popcorn, which she describes as 'the perfect combination of a tasty snack and a boost of protein to fuel your day'. Similarly, Zac Efron has been promoting a protein-rich porridge since January. However, this raises an important question: are these high-protein products genuinely beneficial for our health, or are they merely clever marketing strategies? Furthermore, do they justify the often higher price tags? According to data shared with BBC News by the research agency Mintel, in the first quarter of 2025, 8. 3% of new food product launches claimed to be a source of protein or to have high protein content. This marks an increase from 6. 1% in 2024 and 4. 6% in 2023. Kiti Soininen, a research director at Mintel, notes that while many products with naturally high protein content, such as chicken and legumes, are being labeled as high-protein, even unexpected items like mousses, desserts, and pancakes are now making similar claims. Khloe Kardashian is just one of the many celebrities who have jumped on this protein bandwagon. Personal trainer Ethan Smith from Liverpool emphasizes that while protein is essential, it is best obtained from whole foods rather than processed high-protein snacks and drinks. He states, 'I’m a huge believer that there is nothing better than whole foods. ' According to him, individuals can meet their protein needs through vegetables and lean meats. The growing popularity of high-protein snacks has led manufacturers to leverage protein as a marketing tool. To label a product as a source of protein, it must contain at least 12% of its energy from protein, while a product must have 20% to be considered high in protein. To achieve these percentages, companies often add protein-rich ingredients like nuts or make their products denser by removing water. When people are in a rush and need a quick meal, it is easy to see why they might choose a protein bar or drink over two boiled eggs. Ethan points out that in his 12 years as a personal trainer, he has never witnessed such a surge in excitement surrounding protein. The benefits of protein are well-known, including muscle building, improved sports performance, and aiding in weight loss by suppressing appetite. Dr. Paul Morgan, a university lecturer in human nutrition, suggests that individuals aiming to build muscle should consume approximately 1. 6 grams of protein per kilogram of body weight each day. For those focused on general health, he recommends around 1. 2 grams. However, he cautions that many supermarket products boasting high protein content may be 'gimmicky' and not as beneficial as they claim. 'I think they do have a benefit, but we are wary that a lot of them are ultra-processed foods,' he explains. The issue of ultra-processed foods has come under scrutiny recently. Dr. Morgan elaborates that researchers are working to understand how different protein sources impact muscle health, particularly when one of the sources is ultra-processed. Another concern is the calorie content, as many people struggle with weight gain when increasing their protein intake, since excess protein is stored as fat. Some protein snacks and drinks can contain as many calories as regular products with similar ingredients. For instance, Nature Valley's protein peanut and chocolate bars have 489 calories per 100 grams, while Cadbury's peanut brunch bars, which also contain chocolate, have 485 calories for the same weight. Dr. Morgan dismisses the notion that consuming too much protein can harm bones or kidneys, except in cases where individuals have pre-existing health conditions. Despite his concerns regarding ultra-processed protein products, Dr. Morgan acknowledges the potential benefits of increasing protein in staple foods. This could be particularly advantageous for elderly individuals who need to maintain muscle and bone strength. For example, Tesco's high-protein penne pasta contains 8. 8 grams of protein per 100 grams, while regular penne has only 5. 8 grams for the same weight. However, consumers pay a premium for this, as the high-protein penne costs £4. 80 per kilogram, compared to £1. 29 for the regular penne. So, is it worth investing in these protein-labeled products? It may be beneficial for those who require additional protein for their health or are trying to build muscle. Ethan suggests, 'If the majority of your diet consists of whole foods and you need that extra 20 grams of protein to meet your goal and want something sweet - then go for that pudding or snack. ' He emphasizes the importance of balance and not relying solely on these products. 'When I started my career, people used to talk about whey protein just as a supplement to your diet. Now the number of companies putting protein on anything and everything is insane.