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Wellness crazes come and go, but protein is forever. At least that’s how it feels as the algorithm subjects me to the latest protein-related wellness trend: a video of a gym bro whipping up a piping hot plate of boy kibble.
Boy kibble is not complicated. According to influencers and trend pieces alike, it’s a humble meal of ground beef and white rice. Yes, that’s it. The beef provides fat and protein, while the white rice provides carbs. Eaten day in and day out, boy kibble is meant to be utilitarian, affordable, easy to meal-prep, and most importantly, it’s high in protein. Upon further research, boy kibble seems to be a variant of the slop bowl — mushy, often disturbingly vomit-like meals that are protein-rich but not exactly appetizing to look at.
Every boy kibble recipe is accompanied by a breakdown of calories and macros, with protein ranging anywhere from 30g to over 80g per serving. And while it might seem odd that off-putting bowls of brown have the internet in a chokehold, you could draw a straight line from boy kibble to other wellness products like Huel, Soylent, David bars, and the protein Pop-Tarts in my cupboard. Because while fats are polarizing and carbs are reviled, protein is the favored macronutrient of the wellness Wild West.
Gentle reader, pray tell what in the ever living hell is a butter coffee protein smoothie and why wouldst thou want to drink it?
Why is protein so popular? As with any wellness trend (or grift), there’s a kernel of scientific truth. Protein helps with satiety, keeping you feeling fuller longer. It’s essential to building and repairing muscle, as well as maintaining other tissues like skin, bone, nails, and hair. It helps regulate hormones, supports your immune system by creating antibodies, and transports oxygen. There’s a reason it’s often referred to as the body’s essential building block.
Healthcare providers also often advise prioritizing protein to address several health concerns. For example, if you’re trying to lose weight, a dietician might tell you to increase protein and fiber because they take longer to digest. Prediabetics and diabetics are often told to pair carbs with protein (and fiber-rich veggies or healthy fats) to blunt glucose spikes. People on GLP-1 medications are likewise advised to be mindful of protein intake to prevent excessive muscle loss.
The wellness grift isn’t in denying these truths — it’s twisting them toward optimizing protein for maximum health benefits. Or, as the influencers call it, proteinmaxxing. Gym rats have always been fanatic about protein, but the cultural milieu of the past few years has helped proteinmaxxing reach a wider audience. More people are taking GLP-1 medications. Ultra-skinny physiques are once again in fashion. Among younger generations, concepts like looksmaxxing (see: this Clavicular dude) have made people willing to do whatever it takes to be conventionally attractive. Most importantly, social media has given influencers huge platforms to spread the proteinmaxxing gospel.
The biggest sin while proteinmaxxing is forgetting that other macronutrients and micronutrients exist.
Oftentimes, there’s little direct harm. But over time, when the algorithm spams people with influencer after influencer saying, “Do this for optimal health” or “This is the easiest, fastest way to achieve a goal,” you end up with people making slop bowls with 90 grams of protein and some fitness influencers advocating people eat upwards of 200 grams of protein daily. The jury is out on whether eating that much protein confers actual benefits. One study found there’s no upper limit on how much protein can be absorbed. Other experts say that the body can only process 20g to 40g at a single time. You can, however, eat too much protein (though it’s uncommon). Protein overconsumption is linked to kidney stones, increased liver fat, or heightened cardiovascular risk, depending on the protein source.
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