Everyone’s Suddenly Obsessed With Protein

(And It’s Not Because They Care About Your Health)

Let’s talk about why every man, woman, influencer, cereal bar, yoghurt pot and slice of bread is suddenly screaming:

“HIGH PROTEIN 💪🔥”

Because I promise you this:

It’s not a nutritional awakening.

It’s a marketing land grab.

Here’s the truth 👇

Protein has become the new halo word.

Just like:

• “Low fat” in the 90s

• “Clean eating” in the 2000s

• “Keto” a few years back

Now it’s protein’s turn to be slapped on everything.

Not because you’re deficient.

Not because it’s revolutionary.

But because it sells.

I mean Protein "Multigrain Hoops" >> come on, tell me its not bullshit marketing?

Why Influencers Are Pushing Protein So Hard

Most “fitness experts” online don’t make money from coaching.

They make money from:

• discount codes

• affiliate links

• brand deals

• sponsored posts

And protein products are:

• easy to sell

• easy to justify

• easy to overconsume

• and VERY profitable

So instead of teaching people how to:

• eat real meals

• cook simple food

• build habits

• manage stress

• train consistently

They say:

“Just add this protein bar / shake / yoghurt / coffee / pancake mix.”

Because complex problems don’t sell well.

Convenient solutions do.

Why Food Companies & Supermarkets Are All Over It

Because they know something uncomfortable:

👉 Humans are tired.

👉 Humans are busy.

👉 Humans are overwhelmed.

So instead of slowing life down, they market solutions to a broken system.

Ultra-processed food dressed up as health.

Protein cookies.

Protein crisps.

Protein chocolate.

Still:

• ultra-processed

• hyper-palatable

• engineered to keep you eating

But now with a health badge slapped on the front.

And once something sounds healthy…

we stop questioning it.

How Did We Get Here As Human Beings?

This is the uncomfortable part.

We now live in a world where:

• we don’t cook much

• we don’t move much

• we don’t rest much

• we don’t think much

And instead of fixing the root causes, we buy products to patch the symptoms.

We outsource:

• hunger to bars

• meals to packets

• health to labels

• responsibility to experts

And the system LOVES that.

Because a confused, stressed, busy human

is a repeat customer.

The Real Protein Truth (That Won’t Sell Anything)

Most people do not need:

• protein bars

• protein water

• protein cereal

• protein chocolate

They need:

• real food

• proper meals

• enough calories

• enough sleep

• strength training

• consistency

Protein has always mattered.

It’s not new.

It’s not magic.

And it’s not the reason fat loss is hard.

Final Thought

If you feel like you’re being marketed to all the time…

You are.

Not because you’re weak.

But because the system is designed that way.

And the solution isn’t another product.

It’s learning how to:

• eat like a human

• train like an adult

• live with intent

• stop outsourcing your health

That’s boring.

That’s unsexy.

That doesn’t come in a wrapper.

But it works.

And that’s exactly why it isn’t pushed.

If this resonated, you might find my free book useful.

It explores why fat loss often feels harder after 30, and what actually works without extremes, being marketed to or diet rules.

Grab a free copy here 👇

Pop your details below and i'll send it straight to you

Here's to your success

Jason 'Just Eat Real Food' Brownlie

Dad, Husband, Coach

www.kebofit.com

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