Many foods marketed as “high in protein” are also loaded with sugar and heavily processed, nutritionists have warned, as the rise of so-called “protein washing” leaves shoppers believing these products are a shortcut to better health when the reality is often very different.
Supermarket aisles are now crowded with products carrying the label – yoghurts, breads, chocolate milkshakes, even a protein foam topper from Starbucks that promises an extra 15g of protein in an iced latte. The craze, fuelled by social media influencers who promote high-protein diets for muscle building and weight loss, has turned the macronutrient into a marketing goldmine. But experts say the term is being used to create a “health halo” that masks what else is inside the packet.
The ‘health halo’ of protein marketing
Rob Hobson, a registered nutritionist, said the problem is that “consumers see the word protein and often assume a product is automatically healthy, when that’s not always the case”. He pointed out that some high-protein products can also be high in sugar, heavily processed, or contain a long list of ingredients.
Take Shaken Udder Chocolate Flavoured Protein Milkshake. It contains 20g of protein per 330ml bottle – but also 32g of sugars, equivalent to more than the NHS’s recommended daily maximum of 30g of free sugar (around seven teaspoons). Arla Strawberry Protein Yogurt offers 20g of protein in a 200g pot, yet delivers 12.6g of sugars. A smaller 150g pot contains 5.0g of sugar.
Other comparisons show how little extra protein consumers are actually getting for their money. GetPro Vanilla Protein Yoghurt provides 9.4g of protein per 100g – only marginally more than standard 10% fat Greek yoghurt, which contains 6.5g per 100g. Cathedral City’s high-protein cheddar packs 30.7g of protein per 100g, while its normal cheddar contains 25.4g – a difference of just over five grams.
Even a breakfast staple can be outdone by the original. FUEL10K Chocolate Protein Porridge Oat Cereal Sachets contain 10.9g of protein in a 201g portion prepared with semi-skimmed milk. A 40g serving of regular Quaker porridge oats made with 300ml of the same milk delivers 15g of protein.
For a product to legally carry the claim “high protein” or “protein-packed” in the UK, at least 20% of its energy value must come from protein – a threshold set by European regulation (EC) No 1924/2006. But nutritionist Kim Pearson, who specialises in weight loss, noted that many whole foods would naturally meet this criteria. “One egg contains 13g of protein,” she said. “These are the types of foods we should focus on getting the majority of our protein from, rather than processed foods marketed as high protein.”
What’s really inside ‘high-protein’ products?
The marketing tactic not only inflates the perceived healthiness of products but also masks a deeper issue: many of these items are ultra-processed foods (UPFs). Professor Chris Van Tulleken of University College London said the addition of protein often serves a different purpose. “Lots of companies add protein to certain products because of the way we calculate whether a product is unhealthy in the UK,” he explained.
The system uses a nutritional scoring equation where products gain points for undesirable components such as fat, salt and sugar, and subtract points for desirable ones like fibre and protein. Adding protein can therefore improve a product’s overall health score. “It’s a way of improving the health score of a product,” Prof Van Tulleken said, adding that these foods are also likely to contain high levels of saturated fat, salt, sugar and additives.
Pearson said such products appeal to time-pressed consumers who want a convenient but healthier option. “More savvy consumers are becoming aware of how to identify ultra-processed foods, including those that boast health claims like ‘high protein’,” she said. “However, it’s easy to be misled. Consumers are often time-poor and make fast decisions when purchasing food, so it’s easy to get caught out.”
The impact on consumer perception is significant. A product labelled “protein-packed” can create an immediate assumption of nutritional virtue, even when the reality includes high sugar content or a lengthy ingredient list. Jason’s Protein Sourdough Sunflower Seeded Bread, for instance, contains 20.3g of protein per 100g (about 10g per slice) and is classified as an ultra-processed food by The Food App – a fact that may not be obvious from the packaging.
How much protein do we actually need?
Protein is essential for growing and repairing tissues, maintaining muscle mass, supporting the immune system, and helping people feel fuller for longer. But the amounts required are far lower than many protein-fortified products suggest. The NHS recommends 0.75g of protein per kilogram of body weight per day – roughly 45g for a 60kg woman and 55g for a 75kg man.
Hobson noted that the national diet and nutrition survey shows most people in the UK already meet the reference nutrient intake without any need for protein bars or shakes. “Older adults, people who exercise regularly and those trying to build or maintain muscle may benefit from more, but that doesn’t mean everyone needs to be chasing ever-higher protein intakes,” he said.
The Department of Health and Social Care has urged consumers to look beyond single-nutrient claims and consider the overall nutritional content of foods. A spokesperson said: “People should be able to trust the information provided on food packaging. Labelling and nutrition claims must be clear, accurate and not misleading, and any authorised claims must meet strict legal requirements.” Misusing the “high protein” label can lead to enforcement action, product recalls and fines.
