You can’t turn around in a supermarket aisle without bumping into an item enhanced with protein. Cookies, popcorn, coffee and even water now boast the nutrient, fuelling a trend that has been dubbed ‘proteinmaxxing’. While most food-related trends tend to burn out once the Next Big Thing arrives (see: activated charcoal and cheetos in everything), proteinmaxxing shows no signs of slowing. But could the fixation on protein cause consumers harm? Not directly, says three-time Olympian, celebrity personal trainer and founder of ROAR fitness, Sarah Lindsay. “Higher protein intakes within sensible ranges aren’t generally considered harmful. It supports muscle maintenance and recovery, as well as many of the body’s everyday functions.”
Protein is a critical nutrient for growth, repair and, essentially, keeping you upright. While high-protein diets aren’t inherently dangerous, risk arises when the fixation results in neglecting other nutrients. “The concern is when the obsession with protein starts pushing other important foods and nutrients out of the diet,” says Lindsay. “You still need carbohydrates for energy, healthy fats, fibre, fruit and vegetables.” The average healthy adult should consume approximately 0.8 grams per kilogram of bodyweight per day. For those with active lifestyles, particularly those whose routines are built around strength training, Lindsay suggests approximately 1.6 grams per kilogram. “People who aren’t particularly active still need it… the difference is they don’t necessarily need the higher amounts you often see promoted in fitness content.”
The conversation around protein (and whether we are getting enough of it) skyrocketed during the rise of GLP-1 medications like Ozempic and Mounjaro, as users voiced concerns about depleting muscle mass as a result of rapid weight loss. Fuelled by fitness influencers, GLP-1 users flocked to the protein aisle in search of solutions and, naturally, companies answered the call.
In 2025, Khloé Kardashian founded a protein-fortified popcorn brand, Khloud, that promises seven grams of protein per serving. Elsewhere in Hollywood, Jennifer Aniston, Venus Williams, Zac Efron, Patrick Schwarzenegger, Mark Wahlberg and Kate Hudson are all linked to protein-centred products of their own. With snack foods getting an ingredient overhaul, does this mean once-indulgent treats can be reframed as nutritious? “Consumers need to be careful not to confuse ‘contains protein’ with ‘healthy,’” says Lindsay. “Protein-fortified products can be incredibly convenient, particularly for busy people who struggle to meet their requirements through meals alone. But adding protein to something doesn’t automatically turn it into a nutritious food.”
Instead of chomping on protein-packed cookies in the name of fitness, look to whole foods as the foundation of your diet. “Protein can come from both animal and plant sources,” explains Lindsay. “Animal sources include meat, fish, eggs and dairy, while plant-based sources include beans, lentils, tofu, soy, nuts and seeds.” If you still struggle to reach your goal, Lindsay suggests occasional supplements like whey and casein powders as a complement to a balanced diet.
Ultimately, Lindsay encourages listening to your body rather than comparing yourself to others, whether on your screen or in the gym. “The key is making sure your intake reflects what you are actually asking your body to do, rather than simply trying to consume as much protein as possible. Protein is important for everyone, but there is no benefit in chasing an athlete’s protein target if you aren’t training like one.”
Featured image photographed by Greg Adamski for MOJEH 65
