Rewind 20 years or so and our association with protein was mainly confined to the world of muscle-bound body builders. These days, the narrative has entirely shifted and we consider protein to be a crucial component of everyday wellbeing.
Consumer demand for readily available protein options made from egg, milk and plants is steadily growing, and we’re seeing a huge influx of protein products formulated with added extras such as exotic superfoods, functional mushrooms and even Ayurvedic herbs. Head to your local supermarket and you’ll find protein-based ice cream, cookies and pancakes and even kefir with added protein lining the shelves.
Social media has played a big role in cultivating the ongoing buzz around protein, and there’s an endless stream of health coaches and fitness influencers filling our feeds with their hacks to make sure we’re all getting enough. It’s no surprise that protein is now one of the first things we consider when we’re looking to implement a healthy sports diet.
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