What unintended consequences might result from the new, upside-down food pyramid that our quixotic health secretary is touring the country to promote? One ironic twist will almost surely be a proliferation of ultra-processed protein foods.

Yes, the guidelines advise to “eat real food.” But they also tell us to “prioritize protein foods at every meal.” Real barbecue and cheeseburgers might fit. But when people have no time to cook or stop at a restaurant, “real” packaged foods will have to do. And thus, we see a proliferation of ultra-processed protein foods screaming out at us from grocery shelves and electronic media.

Who’s up for a Chocolate Deluxe Pure Protein Bar? It’s real and it’s protein. And who can say no to chocolate?

Nutrition Experts Wary

Folks who know a thing or two about nutrition have doubts about the wisdom of telling everyone to double up on protein. Tufts professor Dariush Mozaffarian says:

“If you’re actively building muscle with strength or resistance training, more protein can help. Otherwise, you’re getting enough.”

Stanford’s Christopher Gardner sees confusion as the likely result:

“When one of the main messages is ‘eat real food, eat whole foods,’ I think they’re going to confuse the public in a big way.”

Food Companies Can Spot an Opportunity

But don’t worry. Food companies know how to spot an opportunity and they also know how to offer clear messaging to sell their products. They are not confused. Right now, protein sells. The new guidelines say we all need more.

So companies are busy formulating and selling a dizzying array of products “packed with protein.” They have the skill to help people rationalize that these ultra-processed foods are good for them.

The protein makes it right. Dig in to some Protein Pop Tarts!

Click here, here, and here for more on the wisdom of pushing hard on protein. For a thoughtful critique of the 2025 Dietary Guidelines for Americans, click here.

Pure Protein Bar on the Go, illustration created for ConscienHealth with Gemini image generation