Why Does Everything Need To Be “High Protein” Now?

Hello Broskiis!

Welcome to the forty-first edition of Tastes Like a Cheat Meal. You can read the others here: https://newsletter.proskii.in/ & https://proskii.substack.com.

If you’re new here, this is Proskii’s weekly newsletter. Both Rohit and I (Yash) hate long emails, so we keep these short and promise not to spam your loving soul.

SACH MAI!! AMRITSARI CHOLE KULCHO KI KASAM.

A few years ago, protein was something only bodybuilders talked about.

Now...
There’s protein coffee.
Protein bars.
Protein chips.
Protein ice cream.
Protein cookies.
Protein cereal.

And probably somewhere in the world, someone is working on a high-protein nimbu paani.

At this point, you can’t walk into a supermarket without seeing the word “protein” approximately 47 times.

And honestly...We’re partly responsible.
We literally make high-protein cereal.

So before you accuse us of hypocrisy...

Hear us out.

Protein is genuinely important.

It helps build and repair muscle, keeps you fuller for longer, and is an essential part of your diet.

But somewhere along the way...We went from “You should eat enough protein” to
“If this product doesn’t have protein, why does it even exist?”

And those are two very different things.

Your food doesn’t need to be high in protein just because the packet says it should be.

Take a product that traditionally had 2g of protein.
Add a little protein.
Now it has 6g.

Put HIGH PROTEIN on the front.

Suddenly... Health halo activated.

People start thinking they’ve discovered the healthy version.

But 6g of protein doesn’t magically make a product healthy.

Especially if it’s also loaded with sugar, calories, or ingredients you don’t particularly want to eat every morning.

The protein number is only one part of the story.

Your normal dal already has protein.
Eggs have protein.
Milk has protein.
Paneer has protein.
Chicken has protein.
Soy has protein.

Even many grains, nuts, and legumes contribute protein to your diet.

You don’t need to turn every single food in your kitchen into a protein product.

The goal isn’t to eat the word PROTEIN 17 times a day.

The goal is to get enough of it.

Because protein sells.

People know they should eat more of it. Brands know people know this.

And naturally...

The word “protein” has started appearing everywhere.

Sometimes because there’s genuinely a meaningful amount of protein in the product.
Sometimes because adding a little protein makes the product easier to market.

And that’s where you need to pay attention.

Don’t just ask: “How much protein does this have?”

Ask: “How much protein am I getting for the calories I’m eating?”

And then look at the rest of the ingredients.

That’s a much better conversation

This is something we remind ourselves of constantly at Proskii.

Just because we’re a high-protein brand doesn’t mean you should buy Proskii because the front of the box says 38g protein per 100g.

Turn the box around.
Look at the ingredients.
Look at the calories.
Look at the sugar.
Look at the macros.

Then decide if it makes sense for you.

We’d rather you understand what you’re buying than blindly trust us because we put a big number on the front.

It just needs to be enough.

That’s probably the boring answer.

But it’s also the honest one.

You don’t need a protein version of everything.

You don’t need to chase the latest protein trend.

And you definitely don’t need to buy something just because it has HIGH PROTEIN written in a font size bigger than your own name.

Just eat good food.

Get enough protein.

Don’t overcomplicate it.

We’re already doing enough of that on the internet

Thank you for reading till the end. You’re a sweetu ❤️

Also, thank you for subscribing to the newsletter, sweetu x 2 ❤️

We’re working hard taki AAP CEREAL CHUNO, CHINI SE BHARE CEREAL KILLER NAHI. ❤️

See you next week:)