Introducing Optimizer, a periodical communiqué dispatched each Friday, penned by Verge senior reviewer Victoria Song, which analyzes and examines the newest gadgets and elixirs purporting to transform your existence. Subscribe to Optimizer by clicking here.
Health fads emerge and dissipate, yet protein endures indefinitely. This impression solidifies as the algorithmic suggestions expose me to the freshest well-being phenomenon centered on protein: specifically, a clip featuring a fitness enthusiast preparing a steaming serving of ‘boy kibble’.
The dish known as ‘boy kibble’ is straightforward. Both social media personalities and trending articles describe it as a simple repast consisting of minced beef and white rice. Indeed, that is its entirety. The meat offers lipids and protein, whereas the rice delivers carbohydrates. Consumed daily, without variation, this ‘boy kibble’ is intended to be practical, economical, simple to pre-portion, and crucially, abundant in protein. Subsequent investigation reveals ‘boy kibble’ appears to be a rendition of the ‘slop bowl’ — which are pulpy, frequently unappetizingly puke-like concoctions that are high in protein yet lack visual appeal.
Each recipe for ‘boy kibble’ includes an analysis of its caloric content and macronutrients, displaying protein levels anywhere from 30g to beyond 80g per portion. Although it may appear peculiar that these unappetizing brown concoctions dominate online discourse, a direct connection can be established between ‘boy kibble’ and other health-oriented items such as Huel, Soylent, David bars, and even the protein-enhanced Pop-Tarts residing in my pantry. For, despite fats generating division and carbohydrates being scorned, protein stands as the preferred macronutrient within the unregulated realm of wellness.
What accounts for protein’s widespread appeal? Like any health fad (or scheme), a core of scientific validity underlies it. Protein contributes to feelings of fullness, sustaining a sense of repletion for extended periods. It is crucial for muscle construction and repair, in addition to preserving other bodily tissues such as dermal layers, skeletal structure, fingernails, and follicles. Furthermore, it aids in hormonal regulation, bolsters the immune system through antibody generation, and facilitates oxygen conveyance. Consequently, it is frequently termed the fundamental constituent of the human physique.
Medical professionals frequently recommend emphasizing protein consumption to tackle various health issues. As an illustration, individuals aiming for weight reduction may be instructed by a nutritionist to augment their intake of protein and fiber, owing to their prolonged digestion time. Those with prediabetes and diabetes are commonly advised to combine carbohydrates with protein (alongside fibrous vegetables or beneficial fats) to mitigate sharp rises in blood sugar. Similarly, patients utilizing GLP-1 pharmaceuticals are cautioned to monitor their protein consumption diligently to avert undue muscle degradation.
The health scam does not lie in refuting these facts, but rather in distorting them to push for maximal protein intake for peak health advantages. Or, as popularized by online personalities, ‘proteinmaxxing’. Fitness enthusiasts have perpetually shown zeal for protein; however, the societal atmosphere of recent times has enabled ‘proteinmaxxing’ to garner broader appeal. An increasing number of individuals are now prescribed GLP-1 drugs. Extremely slender body types have re-emerged as a prevailing trend. Within younger demographics, notions such as ‘looksmaxxing’ (e.g., this individual with a prominent clavicle) have motivated people to pursue any means necessary to achieve perceived conventional attractiveness. Crucially, social media platforms have furnished influencers with enormous stages to disseminate the tenets of ‘proteinmaxxing’.
The most egregious oversight when engaged in ‘proteinmaxxing’ is neglecting the existence of other essential macronutrients and micronutrients.
Frequently, immediate detriment is minimal. However, eventually, as algorithms inundate individuals with a continuous stream of online personalities proclaiming, “Engage in this for peak well-being” or “This represents the simplest, quickest route to attain an objective,” the outcome is individuals concocting ‘slop bowls’ containing 90 grams of protein, and certain fitness personalities endorsing daily consumption exceeding 200 grams of protein. Whether such high protein intake yields tangible advantages remains undetermined. A particular research indicated no maximum threshold for protein absorption. Conversely, other specialists contend the human body can only metabolize between 20g and 40g in one sitting. Nevertheless, it is possible to ingest an excessive amount of protein (albeit infrequently). Excessive protein intake has been associated with renal calculi, elevated hepatic lipid levels, or an increased risk of heart disease, contingent upon the protein’s origin.
The most significant failing during ‘proteinmaxxing’ is overlooking the presence of other macronutrients and micronutrients. Numerous videos featuring ‘boy kibble’ and ‘slop bowls,’ for example, aggressively promote eggs, Greek yogurt, and beef, while scantily including vegetables and fruits.
At the beginning of this year, the administration unveiled revised dietary recommendations which almost doubled the suggested protein consumption for citizens of America, raising it from approximately 54g for an individual weighing 150 pounds to roughly 100g — with approximately half derived from animal-based origins. RFK Jr., who serves as our incumbent health secretary, delivered this declaration alongside his pronouncement of ‘ending the conflict against protein’.
It should be noted that the purported ‘war on protein’ is imaginary. Not only is a lack of protein uncommon in industrialized nations, but specialists assert that a significant portion of the American populace already satisfies the updated nutritional recommendations for protein. Therefore, there is no necessity for the ‘substantial augmentations’ proposed by RFK Jr., especially considering that current consumption rates are unprecedentedly elevated.
Research conducted by Cargill revealed that a significant 61% of individuals in the U.S. boosted their consumption of protein in 2024, a notable rise from 48% recorded in 2019.
The progression from maximizing protein intake to protein washing is fraught with subtle pitfalls. This transition can be observed in the shift from substituting conventional spaghetti with chickpea or lentil-based alternatives, all the way to a Dunkin’ Donuts marketing initiative, dubbed ‘Dunk N’ Pump,’ showcasing Megan Thee Stallion engaging in exercise while consuming the company’s novel ‘protein refreshers.’
During a recent visit to my neighborhood Target, the overwhelming abundance of protein-enriched items was inescapable. I discovered at least four distinct labels of protein-enhanced morning pastries, notably featuring offerings from the original Pop-Tart manufacturer. My observations included protein-packed frozen pizzas, waffles, crisps, and an unusual protein-infused butter coffee smoothie blend. Above a display case in the frozen section, housing banana bread, chocolate tarts, and chocolate cookies, a prominent sign proclaimed, ‘achieve your protein objectives.’ Arguably the most egregious placement was a presentation of chocolate brownie batter protein powder mix within the feminine hygiene products aisle.
The phenomenon of protein washing is readily deceptive. The presence of protein-fortified Uncrustables in my freezer serves as evidence. (Admittedly, Uncrustables offer a convenient pre-exercise bite. However, the added protein here stems from an increased quantity of peanut butter, rendering them almost unpalatable without a drink.) Furthermore, in isolation, opting for a marginally improved substitute poses no issue.
The peril emerges when one transitions from believing ‘protein offers health benefits’ to ‘an increased protein intake invariably leads to greater health,’ ultimately arriving at the erroneous deduction, ‘This protein-enhanced Pop-Tart constitutes a wholesome snack.’ Fundamentally, a Pop-Tart fortified with protein remains a Pop-Tart. The incorporation of milk protein concentrate into the confection does not alter its nature as a highly processed indulgence best consumed sparingly.
Recently, it appears that the pursuit of protein maximization and protein washing can culminate in what I term ‘protein paranoia.’ In an environment where individuals are encouraged to consume the maximum possible protein, even trivial reports concerning protein items ignite profound apprehension, irrespective of their justification. Some time ago, social media personalities and fitness enthusiasts were alarmed by a Consumer Reports inquiry concerning elevated concentrations of heavy metals found in widely used protein supplements. Consumer Reports correctly highlighted the unregulated status of dietary supplements, such as protein powders; however, the narrative possesses further complexities. The principle of toxicity hinges on dosage, and Consumer Reports employed an exceptionally rigorous standard for its evaluations, derived from California’s Proposition 65. For instance, Huel was among the brands mentioned in the findings. Nevertheless, the company asserted that its offerings complied with both FDA and global regulatory standards.
Patrons seek clarification: ‘Should I be concerned that my pursuit of muscle development has led to ingesting sufficient lead from protein powder to risk cancer?’ — and regrettably, a definitive response remains elusive. However, numerous SEO-driven articles offer advice on identifying protein powders containing the lowest lead levels.
Likewise, the popular David bar faced scrutiny not long ago. This protein-rich snack gained favor with those aiming to maximize protein intake, lauded for its nutritional profile: merely 150 calories, 28 grams of protein, 2g of fat, and no sugar. A New York Times feature article described it as a ‘protein Scud missile encased in gold foil.’ Nevertheless, a pending class action lawsuit now contends that the protein bar’s stated macronutrients were deceptively appealing. The suit asserts that unbiased analyses indicated the bar actually contains 80 percent
more calories and 400 percent more fat than claimed. This revelation ignited a wave of internet memes, referencing the film Mean Girls, where the character Regina George was deceived into gaining weight by consuming fraudulent diet bars. However, the narrative possesses greater complexity. David Protein has formally declared that the collective legal action does not consider that their offerings incorporate EPG, a fat alternative that the human system does not metabolize, yet it registers in conventional bomb calorimetry examinations.
The controversy surrounding David bars prompts a valuable discourse concerning the FDA’s methodology for nutritional labeling. Nevertheless, the primary concern for consumers remains whether they have fallen victim to a “Regina George” type deception.
The unregulated frontier of wellness incites apprehension, yet fundamentally, individuals merely desire improved health. They seek knowledge online, only to be overwhelmed by wellness figures manipulating news cycles for interaction or by deceptive wellness promotional stories. These influencers assert that protein provides the solution to their difficulties. Conversely, specialists caution that while protein is beneficial, a complete, balanced diet, along with other macronutrients, micronutrients, and fiber, should not be overlooked! However, the tactics of charlatans and social media algorithms seldom favor complexity. They do, nonetheless, favor straightforward remedies.
Consequently, our ‘For You Page’ becomes inundated with alarmist reaction content stemming from protein obsession, fads such as ‘boy kibble,’ and an inexhaustible array of protein-fortified items populating supermarket aisles.
Striving for peak performance is not an offense. Who wouldn’t aspire to their most excellent self? Yet, the degree to which the protein mythology permeates common understanding is troubling. Fashions such as ‘proteinmaxxing’ ultimately find their way into health and fitness applications as easily consumable nutritional advice — regardless of subtlety. Companies such as Garmin, Ladder, Oura, and Fitbit are integrating AI-driven dietary guidance into their respective applications. One recommendation I received was to target a daily protein intake of 150g. The updated, enhanced dietary recommendations suggest a range of 70g to 105g for me. I would rather not contemplate the numerous intricate formulas I’ve encountered from influencers on my ‘For You Page’.
Perhaps the most unconventional viewpoint is that simply endeavoring to improve one’s eating habits suffices. And perhaps, occasionally, to pause and observe wellness fads with a reasonable measure of doubt. Should ‘slop bowls’ and ‘boy kibble’ attract you, proceed without hesitation. However, please, for the well-being of your digestive system, do not forget to incorporate a vegetable as well.
Photography by Victoria Song / The Verge