Much ado about protein

image via The Verge

March 20, 2026, 2:00 PM

• •Protein is the favored macronutrient in the wellness industry, leading to trends like "boy kibble" and protein-washed products.
• •The article warns against the dangers of proteinmaxxing and protein washing, emphasizing the importance of a balanced diet that includes all macronutrients and micronutrients.
• •The author highlights the potential for protein paranoia and advises a skeptical approach to wellness trends and marketing.

The article critiques the current wellness trend's focus on protein, particularly proteinmaxxing and protein washing, highlighting the potential dangers of neglecting other essential nutrients and falling for misleading marketing. It discusses the rise of trends like "boy kibble" and the proliferation of protein-enhanced products, emphasizing the importance of balanced diets and a critical approach to wellness advice. The author also warns about protein paranoia, where consumers become overly fearful of protein-related news, and advocates for a balanced approach that prioritizes overall health and a healthy dose of skepticism towards wellness fads.

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