Products marketed as “high protein” are increasingly popular as consumers seek options to support muscle growth and weight management, but nutrition experts caution that such labeling does not necessarily indicate a healthier choice. The practice, sometimes referred to as “protein washing,” involves branding foods as protein-rich to create a perceived health benefit, even when those products may be high in sugar, heavily processed, or only marginally higher in protein compared to natural alternatives.

Registered nutritionist Rob Hobson noted that the term protein often confers a “health halo,” leading consumers to assume that products are healthy without examining their full nutritional profile. For instance, some protein-labeled items such as the Shaken Udder Chocolate Flavoured Protein Milkshake contain 20 grams of protein but also 32 grams of sugars per serving. Similarly, Arla’s Strawberry Protein Yogurt offers 20 grams of protein alongside 12.6 grams of sugar, a concern given that the UK’s National Health Service recommends adults consume no more than 30 grams of free sugars daily.

Comparisons between protein-marketed products and regular alternatives illustrate the often modest difference in protein content. GetPro Vanilla Protein Yoghurt contains 9.4 grams of protein per 100 grams, slightly above the 6.5 grams found in a typical Greek yogurt with 10 percent fat. Meanwhile, Jason’s Protein Sourdough Sunflower Seeded Bread has 20.3 grams of protein per 100 grams, compared to 13.4 grams in Allinson’s Scandalous Seeds Wholemeal Batch Bread. Protein granolas and cheddars also exhibit similar patterns, with the protein-enriched versions only moderately outperforming standard products.

Protein is a crucial nutrient responsible for tissue repair, muscle maintenance, and immune support, with adults advised to consume approximately 0.75 grams per kilogram of body weight daily. Hobson emphasized that most individuals in the UK comfortably meet these requirements through regular diets, and increased intake is primarily beneficial for older adults, athletes, or those seeking muscle gain.

To legally carry a “protein-packed” label, a product must derive at least 20 percent of its energy value from protein. However, nutritionist Kim Pearson highlighted that many whole foods naturally meet this criterion, including eggs, meat, fish, and tofu, urging consumers to prioritize such sources over processed high-protein products.

Concerns over ultra-processed foods (UPFs) being marketed with protein claims were raised by University College London’s Professor Chris Van Tulleken. He explained that manufacturers may add protein to improve a product’s health score under UK nutritional profiling systems, which assign points based on fat, salt, sugar, fiber, and protein content. This practice can obscure the presence of unhealthy ingredients in processed foods.

Pearson added that while consumers increasingly recognize ultra-processed products, time constraints and marketing tactics still make it easy to be misled by high-protein claims. The Department of Health and Social Care advises shoppers to assess the overall nutritional content of products rather than focusing solely on protein levels. Officials stressed that food labeling and nutrition claims must be clear, accurate, and comply with strict regulations to ensure consumers can make informed choices.