This Grocery Store Health Craze May Not Be So Healthy After All

Protein powder has overtaken rows of shelves at grocery stores across the country. Bags and tubs of powder and boxes of bars all tout their macros and flavors. A few aisles over, rows of cereal boxes advertise added protein, and the snack aisle has been consumed by the same protein craze. But are any of these packaged foods actually as life-changing as their protein hype implies?

When the new dietary guidelines arrived earlier this year, there were a slew of headlines pointing out the emphasis on protein. However, many of the new protein-branded products fail to mention the high-quality descriptor the guidelines emphasize. Clearly, Lucky Charms protein powder (marshmallows included) is not a health food, despite boasting 25 grams of protein per serving. And no ratio of macros can erase lists of artificial sweeteners, artificial flavors, and ultra-processed ingredients.