Consumers don't trust the food system, the medical system, or the brands that used to mediate health. So they outsourced trust to numbers on a label they can verify themselves. Protein grams and fiber grams are legible. "Tastes good" requires trusting the brand. Numbers don't.
The function obsession isn't optimization. It's what consumers reach for when they've stopped believing anyone is telling them the truth.
I find the phrase "It’s changing the entire food system, at least in America" so relevant and so right, as the American government actually changed the food pyramid with their campaign 'America Returns to Real Food' (https://realfood.gov/), prioritising protein and vegetables.
I don't think the rise of GPL-1 and this government initiative (which is questioned by experts) is a coincidence.
So true that this is slowly taking over supermarkets.
I’m in SEA and the protein is stocking the shelves. Spotted a product named Protein water as well the other day.
Between protein popcorn and this, I can’t decided which flummoxed me more.
Consumers don't trust the food system, the medical system, or the brands that used to mediate health. So they outsourced trust to numbers on a label they can verify themselves. Protein grams and fiber grams are legible. "Tastes good" requires trusting the brand. Numbers don't.
The function obsession isn't optimization. It's what consumers reach for when they've stopped believing anyone is telling them the truth.
Thank you for this article!
I find the phrase "It’s changing the entire food system, at least in America" so relevant and so right, as the American government actually changed the food pyramid with their campaign 'America Returns to Real Food' (https://realfood.gov/), prioritising protein and vegetables.
I don't think the rise of GPL-1 and this government initiative (which is questioned by experts) is a coincidence.
This is a fascinating topic. I never though of it that.
Thanks so much for reading!!
The food industry is very alive with new innovations, most especially protein. We all need time to get use to all of the choices.
I'm all for new innovations, but, sometimes, I think it's ok to just let food be... food... without function.