What The Protein!

Protein. The same thing you used to get nagged about eating as a kid. Chicken, steak and other meats were the usual suspects. If you grew up in a vegetarian household, you probably saw a lot of tofu and beans.

Now, protein is everywhere. It seems to be popping up in everything, from cereals to sodas. What’s with the new protein craze, and why do I kind of want to join in?

For people trying to build muscle, the rule of thumb is to eat about as many grams of protein as pounds you weigh. That’s no easy task. Maybe you’re simply not into meat, and the plant-based options we grew up on can get boring fast.

So how do we get our protein in new, fun ways?

Protein energy drinks

One of the most bizarre new protein crazes is the mix of protein and caffeine. The idea is simple — drinking liquid protein while also getting a caffeine boost. Every gym rat’s dream. Some brands have kept it simpler with protein water, a lighter flavored drink without caffeine.

Starbucks protein lattes and cold foam

It’s never been easier. Starbucks has released protein latte and cold foam options. The current lineup includes an iced banana cream protein matcha, an iced vanilla cream protein latte and a chocolate cream protein cold brew. Each drink ranges from 19 to 26 grams of protein. Beyond that, you can add protein cold foam to the top of any drink.

Protein ice cream

What may seem like a kid’s dream is quickly becoming reality. A variety of brands are rolling out protein ice cream. Who would have thought eating ice cream could be good for you?

Brands like Protein Pints offer ice cream with 30 grams of protein per pint. Others, like Target’s in-house line, focus on lower-calorie options while still providing about 16 grams of protein.

The hard truth

Despite the rise of trendy protein snacks, nothing beats the basics. Meat remains the simplest, most costly and most realistic way to get protein. For those focused on dieting and macros, plain meat still offers the best calories-to-protein ratio.

There’s no harm — and it may be best — to mix in some fun protein treats, but you can’t fix what isn’t broken.

Are you staying up to trend on protein? Let @VALLEYmag know on X!

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