Protein has quietly taken over grocery aisles, coffee shops and social media, showing up in everything from bars and cereals to shakes and lattes. Once tied mainly to muscle building and athletic performance, protein is now marketed as a cure-all for everyday health and convenience. But registered dietitian Vincci Tsui notes that most adults already meet their daily protein needs, calling into question the assumption that more is always better.The rise of protein-packed products reflects more than changing science. Marketing campaigns, influencer culture and new fitness trends have turned protein into a must-have nutrient, shaping how people shop and think about food. This multimedia project examines the overlap of nutrition research, business strategy and consumer behavior to reveal how the protein boom is reshaping diets and culture.
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