From the Kardashian popcorn to Palacinks – whether the usuals for proteins are really justified – BBC News in Serbian

On the supermarket shelves, there are all several versions of snacks and basic groceries « rich proteins » – from pancakes and pasta, to Sutniša and frozen pizza.

This trend joined both celebrities.

Kloi Kardashian presented Khloud Protein Popcorn, who described the « perfect combination of delicious snacks and protein, and the American actor and singer Zak Efron promoted the oatmich rich in January in January.

But the question is whether the increase in protein advertising is just a marketing trick, or are these foods really useful if you want to build muscle mass or lead a healthy life?

And are they really worth the price that is quite higher than the usual versions of Nradinica?

The sale of such products is on the rise.

According to the Mintel market research agency, in the first three months of 2025. Year, to as much as 8.3 percent of the products for sports food) was pointed out to contain a significant amount of protein or that they were a protein source.

It is an increase in relation to 6.1 percent in the previous year, and 4.6 percent in 2023.

Kiti Soininen, director of research in Mintel, says that the claims of high content proteins are increasingly occurring not only groceries that naturally abound in proteins, like chicken breasts and legumes, but also on the products we would not expect.

« Creams, desserts, granola, pancakes, and even unusual drinks are increasingly advertising as groceries rich in proteins, » she says.

« Protein currently carries some kind of ‘halo health’. »

Itan Smith, personal coach from Liverpool, says that the nutrition is rich in proteins necessary to build muscle mass, but it should be applied without relying on industrial protein snacks and beverages.

« I am a great advocate that there is nothing better than whole, natural foods that do not contain additives or other artificial substances, » he says.

« You can get all the necessary proteins from vegetables and non-fat meat. »

He believes that the benefits and convenience of protein snacks, in combination with positive terms of consumers, stated producers to use protein in marketing purposes.

In order for the manufacturer to claim that its product is a source of protein, must prove that at least 12 percent of energy value are provided by proteins.

And to claim that the product is rich in proteins, that share must be at least 20 percent.

In order to reach the required percentage, manufacturers often add ingredients rich in proteins, such as nuts and legumes, or remove water to make their products suffocating.

« When someone in a hurry buys fast food for lunch, it is clear why it will be committed to the protein tile or protein beverage than for two cooked eggs, » he says.

« During 12 years of work as a personal trainer, I have never seen this way out of proteins before ».

The benefits of protein are multiple – from building muscle mass, better sports performance, weight loss, because they affect the decrease in appetites, to support women during pregnancy.

If you are trying to build muscles, you should introduce about 1.6 grams of protein per kilogram of body, explains Dr. Paul Morgan, assistant professor in the field of human diet.

For an average person aimed at preserving general health, the recommended daily amount of protein is about 1.2 grams per kilogram of body mass, he says.

Dr. Morgan believes that many are produced in supermarkets that are highlighted that « rich proteins » are pure Varka, and warns that they may not be so useful as advertised.

« I think they have certain benefits, but we need to be careful because many of these products are actually ultra-processed food, and it is currently a very current topic in our area we do not yet know enough, » he says.

Risks of excessive protein intake

Ultra-processed food has been under increasingly growing public.

Research published in April has linked the entry of such foods with increased risk of premature death.

Dr. Morgan explains that researchers in his field are trying to understand how different sources of protein – natural and ultra-processed – in muscles.

Another problem is calories.

Dr. Morgan explains that the most common problem in people are trying to bring up more protein, because each excess stores in the body as fat.

Some protein snacks and drinks have almost the same calorie content as well as ordinary products of similar composition.

For example, protein plates with peanut and chocolate Nature Valley have 489 calories per 100 grams, while cadbury peanut tiles and chocolate have 485 calories per 100 grams.

Dr. Morgan does not agree that excessive protein can damage bones or kidneys, except for people who already have some chronic disease.

Although worried about ultra-processed protein food, Dr. Morgan believes that increased protein intake through basic foods useful.

This can be especially effective for elderly people who have increased needs for proteins to preserve the strength of muscle and bone health.

Tesco-rich proteins have 8.8 grams of protein per 100 grams, while the ordinary version of the same pasta has 5.8 grams of protein per 100 grams.

However, this protein version costs much more – about 5.70 euros per kilogram, while ordinary pasta costs about 1.53 euros per kilogram.

So is it worth buying foods advertised to be rich in proteins?

It may be worth it if you have increased needs for proteins to preserve health, or if you are trying to build muscle mass and miss you a little more to reach the necessary daily entry, says Itan.

« If your diet is mainly based on natural, whole foods, and you miss more 20 grams of protein to fill the daily goal, and you want something sweet, feel free to take that pudding or sweetie, » he says.

« The balance is important, and you should not rely solely on such products.

« When I started working, the whey protein was said only as a nutrition additent, » he added.

« And today? It’s incredibly how much the company puts the label of ‘protein’ on literally everything and everything ».

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