zlacker

>>atestu+(OP)
Moderately amused at the quote "We are ending the war on protein." In my experience, every single brand in recent years has been coalescing around the idea of making protein bars, drinks, prominently labeling the amount of grams of protein are in items, etc.

I'm not opposed, as protein seems to be a good target to prioritize, but claiming there's a war on protein just seems so out of touch to the point of absurdity. It's practically the only thing that people care about right now.

>>Fumbli+45
The establishment guidelines on protein intake for decades (since the 80s) have been very minimalist, only looking to balance nitrogen -- leading to guidelines in the 0.8g/kg range. This is what they're referring to. Yes, it's still hyperbolic. But they're not talking about a relatively recent popularity/marketing swing. The new guidance of 1.2-1.6g/kg is 50-100% higher.