Once, carbohydrates were the obsession of the food industry, then it was fats. Today, however, in the United States, the key word seems to be one: protein. At any time of the day, in any aisle of the supermarket, you can find a “fortified” version of your favorite snack. Now, even Khloé Kardashian, entrepreneur and well-known reality TV star, is stepping into the game with her line “Khloud Protein Popcorn.”
There are three available flavors for this product: white cheddar, olive oil and sea salt, or sweet and salty, a product that promises 7 grams of protein per serving, thanks to a patented ingredient called “Khloud Dust”: a blend of milk proteins and selected seasonings.
Kardashian explained that she wanted to create a healthy, practical, and tasty snack, something she could share without guilt with friends and family. Her initiative comes at a time when the food market is increasingly focused on the so-called “proteinification” of foods: sweets, sodas, cereals, and even Snickers bars are transforming into potential allies for physical fitness.
Jonathan Deutsch, a professor of culinary arts and food science at Drexel University in Pennsylvania, and an analyst for the Specialty Food Association, a U.S. non-profit organization that represents and supports companies in the food sector, told the New York Times that the trend is driven by a growing demand, amplified by social media. A recent report by multinational Cargill revealed that more than 60% of American consumers want to increase their daily protein intake, a trend significantly up from 2019.
From a marketing perspective, the choice is almost mandatory. As Deutsch points out, if fats and carbohydrates are often demonized, protein represents the only macronutrient on which companies can build a “healthy” image.
But it’s not just about new trends: the increasing use of weight-loss drugs such as Ozempic and Mounjaro has also contributed to pushing this trend higher. As nutritionist Lisa Young, a professor at New York University, explains, these medications reduce both appetite and muscle mass, leading many patients to focus on highly-protein foods to preserve their tissues.
However, Young warns that most people only need a moderate amount of protein: about 0.8 grams per kilogram of body weight per day, or up to 1.5 grams for those taking these pharmaceutical products or doing intense workouts. That’s kilos, not pounds. That means that the recommended number for a woman is 46 grams and for a man, 56. In the United States, a country already known for an excessive consumption of protein, many people get around 80 grams daily, which is already outside the range. And some individuals—especially those influenced by fitness trends—may already be consuming upwards of 100 grams or more.
Excessive intake can also lead to higher consumption of ultra-processed foods, with consequences for the gut and overall health. Eating too much protein can lead to numerous health risks, especially if it’s consistently above recommended levels. Some potential dangers are: kidney strain, digestive issues, heart disease risk and bone health Concerns.
After the success of Good American, an inclusive clothing brand created to celebrate all body types, and her collaborations in the beauty and fitness sectors, the protein line marks a new step in building a true Khloé-branded lifestyle.
