Protein is everywhere. From protein bars and shakes to high-protein yogurts, cereals, snacks and even everyday foods, the message seems unavoidable: we need more protein.
But where did this obsession come from — and who benefits from it?
In this episode, we look beyond the "protein maxxing" trends to examine the science behind our protein needs, the potential health consequences of excessive or unbalanced consumption, and the environmental costs of producing more animal protein. Like, did you know whey wasa waste product of cheese manufacturing?
We also explore the politics and culture surrounding the protein boom. How has the idea of “more protein, more strength, more masculinity” become intertwined with online fitness culture and parts of the contemporary right-wing movement? And how are influencers, food companies and political narratives helping shape what we believe our bodies should look like — and what we should eat?
Are we really facing a protein deficiency — or have we been sold a powerful story about what it means to be healthy, strong and successful?
Sources :
Intro: https://annescollege.fsu.edu/blog/protein-craze-fsu-expert-explains-why-behind-high-protein-diet
Proteins bros : you might have been be getting scammed https://www.npr.org/2025/01/30/nx-s1-5270923/protein-seems-to-suddenly-be-everywhere-heres-why
A few products selected by Men’health that look just like ultra processed stuff https://www.menshealth.com/nutrition/g64308976/best-high-protein-products/
Protein sources https://grokipedia.com/page/High-Protein_Trend_in_Packaged_Foods
Whey into the environment https://www.sciencedirect.com/science/article/pii/S266615432400317X
Consumption of whey more than cheese https://www.theguardian.com/business/ng-interactive/2026/jul/02/whey-protein-boom-proteinmaxxing-demand
https://www.independent.co.uk/bulletin/lifestyle/whey-protein-shortage-sparks-shortage-fears-after-brands-rushed-to-hop-on-trend-b2995465.html
Clean Label Study https://cleanlabelproject.org/protein-study/
https://med.stanford.edu/news/insights/2026/03/how-much-protein.html
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