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    Stop the Proteinsanity!

    Think food manufacturers had run out of places to add soy protein? Guess again!

    Say hello to Kosmo Protein Coffee, “a specialty [performance] coffee with 4 grams of plant-based soy protein per serving to keep your muscles strong.”

    Did I mention it was created by a Registered Dietitian??

    I am amazed at how strongly the “you need tons of protein every day!” marketing has stuck, even half a decade after the low carb 2.0 craze.

    I simply don’t get what audience this product is aimed at. Protein-obsessed bodybuilders? Atkins addicts?

    If you want an extra 4 grams of protein with your coffee, simply add half a cup of soy or dairy milk to it.

    Or, accompany it with a toasted slice of whole grain bread (for an EXTRA four grams, spread 1 tablespoon of peanut butter on it).

    Although protein is an essential nutrient, the average person in the United States is getting more than they need.

    Besides, extra protein doesn’t necessarily mean extra healthy. It simply tacks on a few extra calories.

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    One Comment

    1. slowfit said on October 14th, 2008

      Anything to make a buck. Plenty of M.D.’s have sold out over the years as well, so don’t take it too hard when an R.D. does it.

      I think the online fitness community has been protein obsessed for years, especially in the bodybuilding influenced segments. A certain website makes no claims not to aggressively market whey protein in its many articles, and authors who got their start hawking creatine now masquerade as nutritionists, and have large followings.

      That being said, I think Outside Magazine has great (R.D. provided) nutrition advice for athletes and other humans.

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