Alongside the crisps in the snack aisle, supermarkets are now stacking shelves with roasted chickpeas, cheese bites and beef jerky. An array of high-protein alternatives is appearing alongside low-fat and low-sugar foods. Dairy sections are packed with hard-to-pronounce fare such as skyr and kefir. High-protein diets have become mainstream. On social media, food and fitness influencers recommend protein. Celebrities have made it trendy to look strong, rather than skinny. A trend is verging on an obsession.
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