Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
This might need confirming so take it with a grain of salt
I heard because GLP-1 treatments got super cheap in US lately everyone is getting slimmer. So slimming doesn’t seem as a luxury anymore. And because meat quality went down massively and expensive - protein is the new luxury and “bulking up” is the new trend rather than slimming.
Typical American market manipulation.