Proteinmaxxing: chasing gains in a wellness Wild West

Victoria Song’s Optimizer column critiques the wellness world’s obsession with protein, detailing trends like boy kibble, proteinmaxxing, and protein washing. While protein has real benefits for satiety and muscle health, influencers push extreme intake and “healthy” protein products, often with little nuance about total diet. The piece traces examples from Target aisles to protein bars and Pop-Tarts, discusses regulatory questions around labeling and safety, and concludes that a balanced diet with vegetables—not blanket high-protein obsession—is the smarter path.