Taking cues from the world of bodybuilder supplements, manufacturers are packing extra protein into products. In January,noted that interest appears highest among American consumers, who believe protein aids in weight management (in part because it helps you feel full) and builds muscle after a workout.
“Everyone, it seems, has a protein bar company these days,” observes. (Recent entries include the Paleo Diet-compliant , and quinoa-based .)
Taco Bell is testing a, featuring lower-calorie meals that double down on chicken or steak portions. There’s even a restaurant chain, which operates in Chicago, Colorado and Washington, DC. And the fact that chickpeas are packed with protein may be one reason that “Hummus is conquering America,” as reported.
In the UK, thesays more men are buying protein shakes in a bid to build muscle. Marks & Spencer sells a protein-enhanced line; the small company sells a high-protein bread and pasta; and “protein ice cream” is pumped with enough protein to equal a chicken breast (pictured above).
Whileargue that some of these foods are overly processed and that few citizens of developed countries suffer from a protein deficit, both brands and consumers show no sign of losing interest in the category. Case in point: the new , from Danish dairy conglomerate Arla Foods Ingredients, which satisfies 25 percent of the daily recommended amount of protein with each 500ml bottle.