From protein Weet-Bix to protein coffee, food makers are cashing in on Australians’ body dreams

Protein is everywhere and in everything. It is in our tortilla chips, stuffed into jelly, added to sparkling water, Pop-Tarts, and coming for our coffee.

From protein Weet-Bix to protein coffee, food makers are cashing in on Australians’ body dreams. Protein is everywhere and in everything. It is in our tortilla chips, stuffed into jelly, added to sparkling water, Pop-Tarts, and coming for our coffee. The fad has been led by the influencer class: Khloe Kardashian released Khloud, a popcorn dusted with protein powder a year ago, and followed it up last month with new protein chips. While protein powder has been a steady staple among fitness junkies for decades, the recent flood of products boasting this macronutrient with claims to “support muscles” and “power your day deliciously” has astonished even those in the industry. As consumers become more body conscious, protein is being added to a dizzying range of food. Matthew Absalom-Wong “It got pretty nuclear in the last 12 months, where eve...