Inside the Protein Boom: The $1.2 Billion Bet Reshaping What We Eat

Why is everything from your Starbucks drink to your popcorn now
enhanced with extra protein? With 61% of Americans increasing their
protein intake last year, cottage cheese sales skyrocketing 20%,
and Starbucks rolling out drinks with 36 grams of protein, it’s
clear this isn’t a fad—it’s a seismic shift in how we eat.
Sammi explores the cultural, medical, and social factors driving
this change, including the influence of GLP-1 weight loss drugs,
the “health halo” around protein, and TikTok’s viral food trends.
You’ll hear how food companies are scrambling to keep up with
demand, why Chobani is investing $1.2 billion into new facilities,
and how celebrities like Khloé Kardashian and Zac Efron are cashing
in on the craze. Follow Sammi on Instagram  Subscribe to the
Social Currency newsletter  Here’s what Sammi covers today:
00:00 Why Protein is Everywhere 01:09 Stats That Prove the Craze
03:08 Medical + Social Drivers 05:00 Cottage Cheese Goes Viral
06:35 Starbucks Bets Big on Protein 08:20 Celebrity Influence and
Innovation 10:55 Sammi’s Predictions Learn more about your ad
choices. Visit megaphone.fm/adchoices