Good morning. You ever walk down the grocery store snack aisle, see a bag of Doritos Protein, and wonder how we got here? Same. Today’s newsletter is all about the business of the vital and increasingly trendy nutrient protein: why it’s now in everything you eat, the companies benefiting the most, and, most importantly, how to win your next meat-judging competition. We’ll also debunk some myths about protein and teach you the basics if you’re just getting started on your maxxing journey. |
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There was a time when if you heard someone mention “protein,” they were wearing a fluorescent tank top and on their way to a GNC at the local mall. Now, protein is everywhere. There are more powder options and awful-tasting bars available than ever before. It’s emphasized at restaurants and in products you never thought would be a protein source (toaster pastries???). It’s all part of a tectonic shift in culture: Americans are pursuing healthier lifestyles and consuming more protein and fewer carbs. The protein–GLP-1 connectionThe increase in popularity (and affordability) of GLP-1s like Ozempic and Wegovy in the last few years lines up perfectly with the spike in demand for protein:
- A 2025 Gallup report found that 12% of Americans (~30 million) were taking weight loss drugs, up from 6% in 2024. A separate study said that share was just 2.9% in 2019.
- The 2025 IFIC Food & Health Survey showed that 71% of Americans have increased their protein intake. Research from Cargill found that, six years earlier, only 48% were upping their protein consumption.
Businesses jumping on the trend: General Mills did $100 million in sales in the US in its fiscal 2024 from its protein cereals alone. PepsiCo—the makers of Doritos Protein—expects the protein category to continue to grow. Meanwhile, a study funded by the beef stick company Chomps found that protein snacks are growing at three times the rate of the overall snacking industry. Going after the health-conscious: Writing “protein” on a bag of chips or tub of ice cream appears to be working. A 2025 survey from the National Frozen & Refrigerated Foods Association found that 46% of GLP-1 drug users are more likely to purchase a frozen food product if it has high-protein content. Bottom line: With the prices of GLP-1s coming down, and more pill forms on the way for people who hate needles, the demand for protein may only increase. The expectation is that the global protein market, which was valued at $56 billion last year, will surpass $100 billion by 2034, per research from a food and beverage consultancy.—DL |
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A new study found that proteinmaxxing by gorging on steak tips is extremely effective at slimming down...your wallet. US beef prices have soared in recent years due to cattle herds shrinking to record lows, spurring many carnivores to pivot to the other dominant source of protein—chicken. As domestic beef production declined 4% last year, wholesale beef prices rose 13% in February from the same month last year, according to government data. The supermarket price tag of a pound of ground beef, aka the go-to for the budget-conscious, reached $6.75 in January, compared to $5.03 two years prior. Shoppers aren’t the only ones hit with sticker shock: Steakhouses say they’ve been forced to either absorb soaring beef costs to the detriment of their profits, or risk driving customers away with higher prices or reduced portions. Swapping steak for wingsWhile surveys show more Americans view meat as important to their diets, they might be starting to cut back on beef. Americans ate 58.5 pounds of red meat on average last year, down from 59.1 pounds in 2024, according to USDA estimates. It projects beef intake will decline 2% this year. Industry observers say that bargain hunters typically aren’t forsaking cow meat all together, but are instead trading down from filet mignon to value cuts like sirloin. Some are pivoting to chicken, which is 30% to 40% cheaper than ground beef. Tyson Foods reported selling 3.7% more chicken in the last three months of last year, while beef sales dropped 7.3%. Chicken is top of the food chain…when it comes to fast food. The likes of Raising Cane’s and Dave’s Hot Chicken have had an expansion bonanza in recent years, while burger-centric value chains like Burger King are struggling with declining margins. Meanwhile, McDonald’s recently beefed up its chicken offerings by adding sauce-lathered and seasoned McCrispy Strips to its menu.—SK |
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This is the question that should have been posed to the supercomputer in The Hitchhiker’s Guide to the Galaxy. Instead, we’re left scrabbling together macronutrient advice with the panic of a high school student who forgot about today’s calculus exam. For years, it was straightforward enough. US dietary guidelines long advised that adults eat 0.8 grams of protein per kilogram of body weight (0.36 grams/pound) every day, which is in line with the World Health Organization’s recommendations. But this year, the US updated its protein guidance to 1.2–1.6 grams per kilogram (0.55–0.73 grams/pound), which many nutritionists considered to be too much for the average person. Some caveats:
- This amount of protein can be appropriate if you’re strength training or are over 65, when muscle loss tends to accelerate.
- One dietitian told Stanford Medicine that she also recommends the higher end of this range for patients who are losing body mass on GLP-1s.
Busted: You may hear that you should be eating 1 gram of protein per pound that you weigh, but a dietitian writing for the Mayo Clinic says that anything above 0.9 grams per pound (2 grams/kilogram) is excessive. Another myth, according to Stanford’s director of nutrition studies, is that plant-based protein is “incomplete” compared to animal protein. If anything, carnivorous diets may lack sufficient fiber, which is found aplenty in plant-heavy diets.—ML |
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Much like Ryan Gosling when he was promoting Project Hail Mary, protein is showing up everywhere you look. Here are some of the more unexpected—and downright confusing—foods that now boast about having protein, and how many grams each has per serving:
—DL |
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EXPLAIN IT TO THE GROUP CHAT
Hey chat, With everyone trying to get swole, I researched protein powders so you don’t have to. Friends who practice veganism and/or have tummy troubles, listen up:
- The classic animal-based powders are whey and casein (which come from milk) and collagen peptides (which typically come from cowhide). Whey and casein are considered complete proteins with all nine essential amino acids. Collagen is missing one of them (tryptophan), but what it lacks in muscle-building, it makes up for in joint, hair, and nail support.
- If you’re going to take casein, it’s best to do so before bed, because it’s a slow-digesting protein that can help build muscle while you’re catching Zzzs.
- If you’d rather avoid animal products: Soy, hemp, pea, and rice are the usual suspects of plant-based powders, which tend to blend multiple protein sources to cover all their amino acid bases.
Caution: Lead has been found in some protein powders, so here are a few safer options that Consumer Reports recommends. Now, go clean your blender.—ML |
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And not just to send it back to the kitchen for being undercooked. Intercollegiate Meat Judging has been around since 1926, when the first event was hosted at the International Livestock Exposition in Chicago. In 1996, the American Meat Science Association took over the competitions. What are we looking at here? Competitors throw on hard hats and white lab coats to mosey on into a giant cooler before you’ve even gotten out of bed. There is a range of specialized divisions, but the basic premise is that teams evaluate the quality of beef, lamb, and pork carcasses dangling from the ceiling. Competitors determine factors like weight and fat thickness solely by looking at the carcass, and use their observations to determine the meat’s yield grade. Each student is only allowed to compete for one calendar year. The meat-judging dynasty. The final event of the year, November’s international competition in Dakota City, NE, has been dominated by Texas universities over the last decade. Texas A&M won last year’s national title, but Texas Tech had a pretty impressive run from 2019 to 2021. The original goal of this “sport” was to train students for jobs in the meat and livestock industry. Many do end up sticking with meat: A Texas Tech Meat Judging alum helped invent Oscar Mayer Lunchables.—MM |
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Calculate: This calculator helps you determine exactly how much protein to consume daily.
Drink: For when you can’t decide between a protein shake and coffee.
Pump: How much protein did Arnold Schwarzenegger eat in his prime?
Cook: A method for making delicious steaks that you probably haven’t tried before.
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