If you're a food or drink company and want to make some easy money in the US, here's the trick: add a little extra protein to your product, make sure everyone knows about it, and increase the price! At least, that's the view of nutritionist Federica Amati. Protein is "America's latest obsession," according to CNBC. At the end of last year, a survey found that 85% of Americans wanted to add more protein to their diets. And companies are keen to make the most of its popularity. CNBC says food firm General Mills made $100 million from its protein cereal products in 2024. And lots of new companies have entered the market, with bars, drinks and even ice cream marketed as being high in protein. Meanwhile, big food businesses have been emphasizing the protein that's already in their existing products. Of course, protein itself is hardly new. And whenever nutritionists are asked about America's protein obsession, they often say the same thing: most of us get enough protein by eating a healthy diet, without looking for extra high-protein products. But these nutritionists know that their voices are often drowned out by those of social media influencers. And on social media, protein is huge. Eating and drinking more of it is seen as the best way to lose weight and build muscle. That isn't exactly wrong, but regular people are now trying to eat as if they were bodybuilders or professional athletes. Experts say this is unlikely to harm most people's health, but Amati, the nutritionist, worries that protein products are an expensive distraction. She told the BBC that rather than spending extra money on special protein products, people should just spend more on whole foods — which include things like nuts, beans, oats and brown rice. "Most of us can get plenty of the protein we need if we're eating enough whole foods," she said.