How Protein Muscled Its Way to the Top
Americans are currently besotted with protein. It’s touted as being good for muscle growth, weight loss, skincare, mental acuity, longevity, and much else besides. It’s sold to men, women, children, the elderly— you can even buy protein for your pets. The protein supplement market alone is worth $21 billion and growing—and extra protein is being added to coffee, cereal, pasta, beer, ice cream, and popcorn.
But as frenzied as we currently are about protein, this is not the first protein boom—or even the second. Protein has been promoted as a charismatic, cure-all nutrient for nearly two…
The skinny
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