By Jesse Newman and Owen Tucker-Smith
Morgan Gates starts off his day eating six eggs. Later he will down a smoothie made with Greek yogurt, protein powder and berries. For dinner, it’s a pound of red meat.
The 28-year-old sales representative is big on protein. “I found that if I prioritized protein and half-assed the rest of everything else, it gave me the body I wanted,” he said.
Gates’s two dogs follow a similar diet. The $367 billion U.S. food industry is on board, too, pushing protein beyond cereals and snack bars and into new realms like coffee, sweets and water.
Snack maker Wilde created a protein chip from chicken breasts, egg whites and bone broth. Protein Pints made its national debut this spring, offering cookie dough and mint chip-flavored ice cream tubs with 30 grams of protein each. Ontario-based Protein Candy rolled out brightly colored confections promising 14 grams of protein a bag—the equivalent of eating a half cup of cottage cheese—calling it for a while “candy that works as hard as you do.”
Protein Pints are part of a new wave of products pushing protein into new snack categories. PHOTO: PROTEIN PINTS
To wash it down, there are protein-infused beverages made from whey or peas and collagen—a staple ingredient in wrinkle creams and lip injections sourced from animal bones, skin or cartilage.
Feisty soda boasts 10 grams a can, making it more protein-dense than an egg, according to the brand. U.K.-based Vieve, a purveyor of fruit-flavored protein water, says it took the company two years to figure out how to slip 20 grams of protein into the drink. Founder Rafael Rozenson said the idea was born from an intense dislike of other options on the market, especially for gym-goers.
“Some people don’t need our product,” Rozenson said. “If you’re sitting on the sofa it might not be interesting for you.”
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