Protein has become a health buzzword. Supermarket aisles are stocked with food slapped with a “high in protein” label, from yoghurt and bread to chocolate milkshakes.
Even Starbucks is selling a protein foam topper for iced lattes, advertising that it adds an additional 15g of protein.
The craze has driven a preoccupation with protein intake, and it’s not just bodybuilders. Health influencers are touting high-protein diets and recipes on social media as the ultimate way to build muscle and lose weight.
But are these products automatically healthier? Or are shoppers being fooled by protein washing, a marketing tactic where brands use the term “high protein” or “protein-packed” to make a product sound healthier?
Are products labelled ‘high protein’ healthier?
Nutritionists warn this marketing tactic gives products a “health halo” effect, but many of these foods aren’t necessarily healthier. Some foods are also packed with sugar and contain only marginally more protein than foods naturally high in the macronutrient.
“The problem is that protein has become such a health halo that consumers see the word protein and often assume a product is automatically healthy, when that’s not always the case,” registered nutritionist Rob Hobson told The Independent.
“Some high-protein products can also be high in sugar, heavily processed or contain a long list of ingredients.”
For example, Shaken Udder Chocolate Flavoured Protein Milkshake does contain 20g of protein but it also contains 32g of sugars. Similarly, Arla Strawberry Protein Yogurt contains 20g of protein and 12.6g of sugars.
For context, the NHS recommends adults consume no more than 30g of free sugar a day, which is the equivalent of seven teaspoons of sugar.
GetPro Vanilla Protein Yoghurt contains 9.4g of protein per 100g, which is only marginally different to eating 100g of 10 per cent fat Greek yoghurt, which contains 6.5g per 100g.
Jason’s Protein Sourdough Sunflower Seeded Bread contains 20.3g of protein in 100g. In comparison, Allinson’s Scandalous Seeds Wholemeal Batch Bread contains 13.4g per 100g.
FUEL 10K Chocolate Chunks Protein Granola contains 15.8g of protein per 100g, while Jordans Super Nutty Granola contains 12.7g.
Cathedral City also sells a high-protein cheddar which contains 30.7g of protein per 100g, but a normal pack contains 25.4g of protein per 100g.
Another example is FUEL10K Chocolate Protein Porridge Oat Cereal Sachets, which contains 10.9g of protein in a 201g portion when prepared with semi-skimmed milk. In comparison, a 40g serving of regular Quaker porridge oats with 300ml semi-skimmed milk contains 15g of protein.
What is protein and how much do we need?
Protein is a vital part of our diets – the macronutrient is needed for growing and repairing tissues, maintaining muscle mass and supporting the immune system. It also helps keep you feeling fuller for longer.
For an adult with a healthy weight, the recommended daily amount of protein is 0.75g per kg of body weight per day. That’s about 45g a day for a 60kg woman and 55g a day for a 75kg man, but most people achieve this without the need for protein bars.
Mr Hobson said: “The national diet and nutrition survey shows that most people in the UK already achieve the reference nutrient intake for protein. Older adults, people who exercise regularly and those trying to build or maintain muscle may benefit from more, but that doesn’t mean everyone needs to be chasing ever-higher protein intakes.”
For a product to carry the claim that it is “protein-packed”, at least 20 per cent of the energy food value needs to be provided by protein.
However, Kim Pearson, a nutritionist who specialises in weight loss, stressed many whole foods would naturally be able to carry this claim – even one egg contains 13g of protein.
She told The Independent: “Many whole foods fit this criteria, such as eggs, meat, fish and tofu. These are the types of foods we should focus on getting the majority of our protein from, rather than processed foods marketed as high protein.”
Are shoppers being ‘protein washed’?
Chris Van Tulleken, professor of infection and global health at University College London, said many products that claim to be high in protein are also likely to be ultra-processed foods (UPFs), which often contain high levels of saturated fat, salt, sugar and additives.
“Lots of companies add protein to certain products because of the way we calculate whether a product is unhealthy in the UK,” he told The Independent.
He explained there is an equation for food that is high in fat, salt and sugar. In simple terms, products gain points for bad things like fat, salt, sugar, and subtract points for good things like fibre and protein.
“It’s a way of improving the health score of a product,” Prof Van Tulleken added.
Ms Pearson added that these products likely appeal to people who consume “convenience food” and want a healthier option, but warned that it is easy to fall for claims like “high protein”.
“More savvy consumers are becoming aware of how to identify ultra-processed foods, including those that boast health claims like ‘high protein’. However, it’s easy to be misled. Consumers are often time-poor and make fast decisions when purchasing food, so it’s easy to get caught out,” she explained.
A Department of Health and Social Care spokesperson urged people to consider the overall nutritional content of foods, and not just protein.
“People should be able to trust the information provided on food packaging. Labelling and nutrition claims must be clear, accurate and not misleading, and any authorised claims must meet strict legal requirements,” a spokesperson said.
