Fads in clothing come and go. Women’s skirts go up and then get longer. Men’s pants get wide and then narrower. Fads also occur in medicine. In the 1980’s it was “low fat” for packaged foods and weight loss diets. Later on the buzz word was “low carb”. Now, walk down the aisle in supermarkets or health food stores and it’d hard to miss the protein content in foods, or protein added to cereals, granola bars or shakes. So today “P” is popping up everywhere. But what is so special about protein? In the past it was recommended for athletes who only wanted larger muscles. Now, it’s also for those who want to lose weight. But a report from the University of California says that protein has fallen victim to Marketing 101. In effect, protein sells because consumers believe it to be “healthy”.
