“Would you like your water bottled, regular, or with protein?” 
Absurd as it sounds, it’s a question you are likely to encounter on your next brunch outing.
In the past few months, we’ve witnessed the launch of protein popcorn by Khloe Kardashian, protein wafer bars by actor Ranveer Singh, even idli batter and kulfi with extra protein. Following your next run-club meet, chances are you will be served a protein mocktail, or you might find yourself face to face with protein-fortified water. The bombardment doesn’t just stop at a store; targeted ads on your phone mean that you are being goaded into buying a protein snack even when you are doomscrolling on the loo. Even your leisure weekend read is probably a feature about how everything you know about protein is probably wrong. We’re in the midst of a full-blown love affair with protein.Â
Over the past year, Amul has been trickling out a protein range featuring whey-fortified lassis, milkshakes and buttermilk. Their most recent launch, a kulfi, sent the brand into a minor meme storm. Eagle-eyed shoppers in some cities may have noticed a new version of the ID Idly and Dosa Batter, which claims to serve 15g of protein for every two idlies. While they do offer more sources of protein, especially for vegetarians, none of them in isolation can be considered healthy alternatives to real food. Whey protein, in itself, is a highly processed ingredient. That apart, many fortified foods, especially protein chips or cookies, are ultra-processed and may pack sugar, sodium and/or artificial additives, negating any health benefits claimed on the wrapper. So here’s what you need to know before your next Instamart order.
