Protein brands alienated half their potential audience for years. Then they finally realised you, the non-body builder, might be interested too.

If you’ve lived this long and someone hasn’t told you it’s essential to have a high protein diet, you’re either an infant or haven’t been online for the last 2 years.

Either way, you’re one lucky baby or chronically offline (so thanks for being here).

Humble hard boiled egg with high in Tesco 🙏

Protein is everywhere, and in everything. To sense-check my last claim, run this simple experiment:

1. Think of a random food item in your cupboard.
2. Search for protein + food item in Google.
3. Observe results.

The protein-ification of pantry is well underway. Well loved chocolate bars now sit side-by-side with their more muscular sibling donning the 7-letter mandate on their wrapper: protein.

Mars Bar but its got protein in it

Protein is even responsible for the revival of food products that were better off dead — cottage cheese had no right making the return it has.

The Gym Bros sees protein as a challenge. Everyday is another opportunity to beat your personal-best daily intake. A bloke called Paul McNally who has infiltrated my algorithm for some time. He sets himself hideous challenges to maximise his protein intake. The content itself isn’t entertaining but it is insane, and that’s enough for me to watch.

The sad truth is that market leaders in protein supplements use creators like this to reach their audience. What jacked guy tensing in a gym mirror doesn't have a MyProtein code in their social bios these days?

Protein traditionally was advertised to people who were associated with bodybuilding, elite sports, and high-performance training.

A lot of which felt noninclusive or irrelevant for us normals who work out a couple times a week, still enjoy a glass of wine, and don’t take gym selfies. Sometimes the advertising was just downright offensive. Sorry girls, you’ve got to look like this to don a bikini — better spend £40 and your self worth on this tub of powder.

The infamous beach body Protein World ad

Protein is a great weight loss tool, should that be a personal goal of yours, which makes it all the more surprising that only recently have we seen a shift in companies' advertising outside of “the elite”.

Surreal Cereal approach marketing their high protein cereal with humour, irreverence and playful advertising. Their depreciation is a near polar-opposite approach to the traditional sports nutrition brand that focus on using ambassadors with unattainable bodies.

It’s a positive thing that the protein world is also no longer dominated by Grenade – a brand named literally after an explosive weapon. There’s an approach to new products which feels like a positive, inclusive step for anyone looking for their protein fix. Even if it does all feel excessive and kind of insane. What’s next? Protein wine, protein beer, protein face wash, protein honey? Seriously if you see any of these, please let me know.

Although, on the side of caution, you are likely being charged more for a product with the word “protein” on it. Google products that are high in protein naturally if it’s really something you’re interested in.

The protein dominance won’t stop anytime soon – it’s one of the fastest growing categories and that’s probably down to the fact the brands have started aiming their marketing to you as well. Once you notice it, you’ll start seeing it everywhere.

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