What is the high-protein craze and should you care?
Ed Milner | Last update: 14th October 2025
From protein-packed popcorn to protein in your coffee, the latest nutrition craze has taken over supermarket shelves and social media feeds. But is it just hype – or does it actually matter, especially if you’re on weight loss drugs?
Why is protein everywhere?
There’s been an explosion in products labelled ‘high protein’ – not just in protein shakes and powders, but also in pasta, cereal, popcorn and even instant coffee.
The 30-30-30 rule (30g of protein within 30 minutes of waking, plus 30 minutes of light exercise) is just one of the viral TikTok trends driving this boom. Many people now believe more protein = more fat loss or muscle gain, whether or not they’re hitting the gym.
Even unusual ingredients like duckweed are being used as plant-based, protein-rich food sources.
What SlimrChat users should know
If you’re using GLP-1 weight loss drugs like Mounjaro or Wegovy, getting enough protein really matters.
Why? Because:
- These drugs suppress appetite, and that means you may eat less food overall
- But your body still needs enough protein to maintain muscle mass
- Without it, you risk losing lean tissue instead of fat
- Protein and fibre also help you feel full for longer and support a healthier metabolism
Read this NHS factsheet and for more on what your protein intake is important to you whilst you are on weight loss drugs read our article: How much protein do you need on weight loss drugs?
SlimrChat’s view
The high-protein trend isn’t all nonsense, but it’s not magic either. Don’t fall for ‘protein-washed’ ultra-processed snacks loaded with sugar or additives.
Instead, focus on real food with high protein like eggs, yoghurt, beans, chicken, tofu and lentils, and hit your daily protein goals, especially if your appetite is lower than usual.
At SlimrChat, we’re here to help you navigate what matters – and what’s just marketing.