What is ‘protein washing’ and are shoppers being fooled by it?

Protein has become a health buzzword. Supermarket aisles are filled with foods labeled “high protein,” from yogurt and bread to chocolate milkshakes.

Even Starbucks sells a protein foam cup for iced lattes and advertises that it adds 15 grams more protein.

This craze has led to a preoccupation with protein intake, and this doesn’t just apply to bodybuilders. Health influencers are promoting high-protein diets and recipes on social media as the best way to build muscle and lose weight.

So are these products automatically healthier? Or are shoppers being deceived by protein washing, a marketing tactic where brands use the terms “high protein” or “protein-packed” to make a product seem healthier?

Are products labeled ‘high protein’ healthier?

Nutritionists warn that this marketing tactic gives products a “health halo” effect, but many of these foods aren’t necessarily healthier. Some foods are also full of sugar and contain only marginally more protein than foods that are naturally high in the macronutrient.

“The problem is that protein has become such a health halo that consumers see the word protein and often automatically assume a product is healthy, but that’s not always the case,” said registered nutritionist Rob Hobson. Independent.

“Some high-protein products may also be high in sugar, be heavily processed, or contain a long list of ingredients.”

For example, the Shaked Nipple Chocolate Flavored Protein Milkshake contains 20g of protein but also contains 32g of sugar. Similarly, Arla Strawberry Protein Yogurt contains 20 g of protein and 12.6 g of sugar.

In this context, the NHS recommends that adults consume no more than 30 grams of free sugar per day; This is equivalent to seven teaspoons of sugar.

GetPro Vanilla Protein Yogurt contains 9.4g of protein per 100g; this differs only slightly from eating 100g of 10 per cent fat Greek yoghurt, which contains 6.5g per 100g.

Jason’s Protein Sourdough Sunflower Seed Bread contains 20.3 grams of protein in 100 grams. By comparison, Allinson’s Scandalous Seeds Whole Wheat Bulk Bread has 13.4 grams per 100 grams.

FUEL 10K Chocolate Chips Protein Granola contains 15.8g of protein per 100g, while Jordans Super Nutty Granola contains 12.7g of protein.

Cathedral City also sells high-protein cheddar, which contains 30.7g of protein per 100g, although a regular packet contains 25.4g of protein per 100g.

Another example is FUEL10K Chocolate Protein Porridge Oat Cereal Bags, which contain 10.9 grams of protein per 201 gram serving when prepared with semi-skimmed milk. In comparison, 40g of regular Quaker porridge oats with 300ml of semi-skimmed milk contains 15g of protein.

What is protein and how much do we need?

Protein is a vital part of our diet; Macronutrients are needed for the growth and repair of tissues, maintaining muscle mass and supporting the immune system. It also helps you feel full for longer.

The recommended daily amount of protein for a healthy-weight adult is 0.75 grams per kilogram of body weight. This is around 45g per day for a 60kg woman and 55g per day for a 75kg man, but most people achieve this without needing protein bars.

Mr Hobson said: “The national diet and nutrition survey shows that most people in the UK already reach the reference dietary intake for protein. Older adults, those who exercise regularly and those trying to build or maintain muscle may benefit more, but this does not mean everyone should pursue higher protein intakes.”

In order for a product to bear the “protein-filled” claim, at least 20 percent of its energy value must come from protein.

However, Kim Pearson, a nutritionist specializing in weight loss, emphasized that many whole foods can naturally live up to this claim; Even one egg contains 13 grams of protein.

he said Independent: “Many whole foods, such as eggs, meat, fish, and tofu, fit this criterion. These are the types of foods we should focus on getting the majority of our protein, rather than processed foods marketed as high protein.”

Are shoppers ‘protein washed’?

Chris Van Tulleken, professor of infection and global health at University College London, said many products claimed to be high in protein may also be ultra-processed foods (UPFs), often containing high levels of saturated fat, salt, sugar and additives.

“In the UK, many companies add protein to certain products because of the way we calculate whether a product is unhealthy,” he said Independent.

He explained that there is an equation for foods high in fat, salt and sugar. In simple terms, products gain points from bad things like fat, salt, sugar, and subtract points from good things like fiber and protein.

“This is a way of improving the health score of a product,” Prof Van Tulleken added.

Ms Pearson added that these products likely appeal to people who consume “convenience foods” and want a healthier option, but warned it was easy to be fooled by claims such as “high protein”.

“More savvy consumers are becoming aware of how to identify ultra-processed foods, including those boasting health claims like ‘high protein.’ But it’s easy to be misled. Consumers are often time-poor and make quick decisions when purchasing food, so it’s easy to fall into the trap,” he explained.

A Department of Health and Social Care spokesperson urged people to consider the overall nutritional content of foods, not just protein.

“People should be able to trust the information provided on food packaging. Labeling and nutrition claims must be clear, accurate and not misleading, and any permitted claims must meet strict legal requirements,” a spokesperson said.