The protein thing is out of hand

STARBUCKS HAS declared itself “all in on protein.”

- [Voices ARMIN ALAEDINI AND JIMIN YANG GUEST CONTRIBUTORS

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HIGH SCHOOL athletes and middle-age office workers don't need the same daily protein, no matter what the marketing suggests.

Beginning this month, customers can order Protein Lattes and Protein Matchas, or add Protein Cold Foam to their cold brews and Frappuccinos, turning a daily caffeine ritual into something resembling a workout supplement. This isn’t simply about menu items. It signals how deeply the protein craze has embedded itself into American culture. Across the grocery aisle, protein has become the nutrient of the moment, highlighted with the same zeal once reserved for “fat-free” labels.

The inconvenient truth is that most Americans already consume more protein than their bodies require. The average adult exceeds the minimum daily allowance without much effort. Still, brands are eager to convince us otherwise, as every high-protein label can turn an ordinary product into something “premium” and more profitable. They suggest that ourevery-day diets leave us protein-starved and that salvation lies in protein-fortified coffee, cookies, pancakes, ice cream, popcorn and even bottled water.

The real science behind protein is far more complex than marketing suggests. Research shows that ample dietary protein helps with feeling full, protecting lean muscle during dieting and lowering the risk of becoming frail with age. In healthy adults, protein intakes moderately above recommended levels haven't been consistently shown to cause harm. However, the long-term effects of sustained high-protein consumption remain under study, and emerging data call for more caution.