II'm rewatching it now Seinfeld with my youngest son. I haven't watched this sitcom in decades. I'm surprised at how genuinely fun it remains and how well some of the main areas have aged.
Case in point: the low-fat yogurt episode from season five. The entire plot, which aired in 1993, is based on the idea that this type of food is a disastrous dietary choice and eating it will make you “fat” (lots of weight gags throughout). The theme “fat is evil” is perceived as a truism. Like Jerry exclaims neighbor in the final scene (spoiler alert!), there really was fat in the yogurt! “This is not good for you!” Cue laughter track.
Fast forward to 2025. Fat, according to hype merchants, is good! This is cool! There is a ketogenic diet (high fat). Atkins diet (fat bomb). Carnivore diet (full of fat, because meat!). Robert F. Kennedy Jr., current US Secretary of Health and Human Services, wants full fat dairy products in schools across America. And he wants to change dietary recommendations to encourage people to eat more saturated fats. Bring on the full fat yogurt!
Every few years a new, relevant, supposedly final Some nutritional advice is so widely accepted by the media, food industry and pop culture that it is considered (like “low fat” in the 1990s) a truism. And then – turn it over – it's no longer there.
The current obsession with the huge and growing wellness industrial complex can be summed up in one word: protein. It's everywhere. Protein Popcorn. Protein breakfast cereal. Protein ice cream. Protein potatoes chips. Protein chocolate bars. Starbucks offers protein lattes. The range of protein powders and supplements is constantly expanding. And the Jerry Seinfeld of the 1990s would be pleased to hear that squirrel yogurt. The white is laid on top of the white. This protein blitzkrieg made itself felt. Consumers answering. Marketing has won.
A 2024 survey found that 71 percent of Americans are trying to increase their protein intake. Another study found that more 90 percent believe the false idea that you need to eat meat to get enough protein. In the industry 2021 survey involving a dozen countries, roughly half of respondents said they associated protein with “healthy eating,” and 72 percent were willing to pay more for “protein enrichment.” AND market for food rich in protein, predicted will double over the next decade to exceed US$100 billion by 2034.
The reality is that most of us consume more than enough protein. Indeed it was rated that the average adult male exceeds his protein intake by 55 percent. While others believe that excessive consumption lessthere clearly this is not some huge the protein shortage crisis plaguing the developed world. How Stuart PhillipsOne of the world's leading experts on all things protein told me, “Protein is essential, but the hype has turned it into a farce. People have gone crazy about it.”
Yes, studies examine benefits for certain populations such as elderly people and those on GLP-1 drugs (which help regulate blood sugar levels). Research results are mixed, but some evidence suggests that eating a little more protein than the traditionally recommended 0.8 grams per kilogram of body weight may be beneficial. But despite the developing science, Phillips, who made some of the fundamental work in this regard, he considers it important to emphasize that “the desire for megadoses is not supported any solid science.”
Indeed, for the vast majority of people there are No health benefits Eat more protein than the recommended daily allowance. Extra protein doesn't magically translate into extra muscle; it is washed out of our body in the form of urea. Or how Marcia Clarkorthopedic surgeon, sports medicine expertand president of the Royal College of Physicians and Surgeons of Canada, told me that excess protein in most cases simply “becomes expensive urine.” It's also worth noting that any extra calories associated with consuming all that protein are not stored in some special storage facility in our body. They are stored as fat.
Given the lack of evidence to support the squirrel craze, what motivates him? An important factor is socio-political. Manosphere influencers (e.g. Joe Rogan, etc.) are one of the epicenters of proteinification. Protein, especially if it is of animal origin, scans like a man. Fruits and vegetables? Not much. Research consistently show the connection between traditional male norms And meat consumption. One recent study found that “men who support the use of physical violence and place a high value on sex” ate more meat. Okay, this example is a little extreme, but you get the idea. Protein – courageous, macho, MAGA.
Another important reason for the rise in protein consumption is that it is a huge opportunity for the food industry, which was certainly the case in the 1990s. trend towards low fat. Once a health trend begins to enter the public consciousness (think non-GMO, organic, natural, clean), the market reacts by turning the trend into a new health buzz. Health halos create the impression that a product is a healthy and smart choice, even when the evidence suggests otherwise. Health halos can also cause people consume more calories because of this “This is great!” misperception. But there's no reason why high-protein potato chips can't contain as many calories and be just as unhealthy as regular potato chips.
Some research suggests that processed foods with a protein label may themselves be unpalatable. A recent study from Spain analyzed thousands of food products and found that 90.8 percent of foods labeled “protein” should be classified as “less healthy” and more than 50 percent were high in fat or sodium. Snickers bar labeled “protein” (real productby the way) – it’s still just a Snickers chocolate bar.
There are many other problems associated with the protein consumption trend. This is bad for Wednesday– not only because it’s higher demand for meat leads to increased greenhouse gas emissions, but because all that protein-contaminated urine breaks down into nitrogen, which can harm both water and air. (Seriously, this is real, although still speculative, anxiety.) Protein supplements that are part of a poorly regulated product may have problem toxins. For example, recent analysis According to Consumer Reports, protein powders often contain alarming levels of lead. And, in case you were wondering, there is also no conclusive evidence that a high protein diet will lead to… long-term weight loss.
Bottom line: The current obsession with protein is yet another unfounded diet trend that will likely pass. Given RFK Jr.'s recent statements about saturated fatsPerhaps this will become the new craze in healthcare? Let's expose that's before it even started. Big and consistent the totality of evidence tells us we don't need to eat more saturated fats.
Whenever you see a new health halo label, think about Seinfeld and this low-fat yogurt. If you have a health problem or are concerned about your diet, consult a dietitian or other health care professional. But it's almost always a good idea to ignore diet ads. As Phillips beautifully concludes, “for most, real food and a balanced diet are still a top priority.” big win.”
