Have We Gone Too Far With Our Protein Obsession?

If there’s one snack you can always find in my kitchen pantry, it’s popcorn. My mom was a wellness girl before being a wellness girl was cool, and she drilled into my head that popcorn is a healthy snack. Unsurprisingly, I’ve taken this into my adulthood, often DIYing my own with kernels, avocado oil, and salt. But as a self-proclaimed popcorn lover, I was intrigued at the launch of Khloe Kardashian’s new protein popcorn, Khloud. Made with three times the amount of protein in regular popcorn, Kardashian claims this is a healthier (“guilt-free”) version of the traditional popcorn. I was excited about the launch at first—I, like most everyone I know in 2025, have daily protein goals to hit.

But after looking closer, the question popped into my head: … Does popcorn really need added protein? Does further processing a naturally whole food to claim more grams of protein on the label make it healthier or actually less healthy? Isn’t popcorn “guilt-free” as it is (as if we needed to be riddled with more guilt)? And I’m not alone in my questions. The controversial Kardashian launch came with headlines that showcased similar doubts (such as “Protein Is In Everything These Days. Even Popcorn” from The New York Times). I wondered if the launch of Khloud, as well as countless other food brands adding otherwise unnatural protein as a key marketing pillar, was a warning sign that we’ve taken our obsession too far.

Are We Too Protein-Obsessed?

Society’s obsession with this macronutrient isn’t new. Diets like the Atkins and keto diets, as well as our growing emphasis on health and wellness, have contributed to the popularity of this macronutrient. If the growing number of TikTokers eating bowls of meat and sharing tips to consume more protein (protein ice cream, protein lemonade, protein coffee…) is any indication, high-protein lifestyles aren’t going anywhere anytime soon. So I must admit (albeit begrudgingly) that food companies would be foolish not to capitalize on this obsession.

Kardashian is relatively late to the protein party, and it’s unfair to use her brand as the poster child for our perhaps over-obsession. Khloud is merely one brand in a long list of others that are creatively using the macronutrient obsession as a marketing ploy. After all, our constant quest for more protein gives us tunnel vision. Most of us know that eating tons of processed foods isn’t healthy, but the exception seems to be food products marketed as “high-protein.” Food companies know we’re desperate to up our protein intake, and they exploit that desire for capital gain while we’re left to deal with the consequences (read: highly processed diet products disguised as health foods by the “high protein” label).

“A sign you’ve gone from a healthy nutrition goal to an unhealthy protein obsession? You’re swapping otherwise enjoyable, whole, and healthy foods for packaged foods.”

Why We May Not Need to Be So Focused On Protein

You need a balanced diet with all macronutrients

When it comes down to it, every macronutrient is equally important. Our bodies need the right amount of carbohydrates, fats, and protein to function optimally. While protein is an essential macronutrient with tons of benefits, the truth is that too much of a good thing can be bad. An overabundance of protein has been linked to numerous health problems, like digestive issues and an increased risk of heart disease and calcium loss. We’ve been made to believe that we’re underconsuming protein, and while that may be true for some, a USDA 2020 study found that the average woman in America consumes 35 percent more than the recommended daily protein intake. Chances are you’re already eating enough in a balanced, whole food diet—without the processed powders, bars, and popcorn.

“High-protein” doesn’t necessarily mean healthy

Just because something’s labeled “high-protein” doesn’t make it healthy. In a New York Magazine article, journalist Chris Gayomali points out, “Proteinified food is just slightly better junk.” When you add more protein to a food that does not naturally have it, you have to add it through processed protein, such as an isolate. Relying on these snack foods to up your intake might do more harm than good. Ultimately, Gayomali believes that “Big Food’s high-protein makeover” is merely a “Band-Aid for a hopeless food system” and an “easy way to capitalize on people who may have a hard time giving up chips and candy.” 

Eating for pleasure instead of weight loss is OK

Lastly, the focus on one macronutrient has taken away the enjoyment of eating. Sometimes, it’s nice—and perfectly healthy—to enjoy something salty or sweet without feeling guilty, so long as your healthcare provider’s cleared you to do so. It’s time to stop villainizing carbohydrates, fats, or even indulgences. Having your gym goals or MyFitnessPal numbers in mind with every meal or snack you eat is not healthy; it’s disordered (in fact, there’s a name for this: protorexia means the unhealthy obsession with protein). Nourishment and joy are equally good reasons to eat food.

While it’s healthy to eat adequate protein (think: chicken, beans, legumes, tofu, seafood, etc.), not all of your foods need to (or should) be “high-protein.” A sign you’ve gone from a healthy nutrition goal to an unhealthy protein obsession? You’re swapping otherwise enjoyable, whole, and healthy foods for packaged foods. Like protein popcorn.