#functional-foods

#functional-foods

"Protein has become one of the most talked about nutrients because consumers are seeing it everywhere, but that visibility has also created some confusion," said Bryon McLendon, founder and CEO of Nutrishop. "People are recognizing that protein matters, but what matters just as much is understanding the quality, type and purpose behind it. That is where education becomes critical."

First the influencers and manosphere loons added protein to ice cream, and I did not care because I rarely eat ice cream. Then they added it to popcorn, and I did not care because I rarely eat popcorn. Now they're adding it to coffee creamer, and I am forced to care because I am hopelessly addicted to coffee, caffeine, and anything even remotely gimmicky in this space.