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Why it’s so popular right now

When milk marketers went searching for a replacement for their notorious “Got Milk?” campaign, they asked 2,500 teens and adults what promise would make milk more appetizing than juice, water or soda.

canada goose black friday sale And what about the fact that milk is a great value at canada goose outlet england just 25 cents per glass?And thus a $50 million “Milk Life” campaign was born this year, featuring kids and adults happily at play with the pledge that “this is what eight grams of protein can do.” canada goose black friday sale

buy canada goose jacket Indeed, protein has never been canada goose outlet in chicago more popular. Enticed by the promise that it can help you lose weight, get stronger and avoid age related muscle loss, some 71percent of consumers say they want more of it in their diets, reports the NPD Group, a New York research firm. buy canada goose jacket

And retailers are rushing to add protein to canada goose uk foods such as canada goose outlet in vancouver cereal and granola bars, and promote the naturally high protein content of foods such as nuts, beef jerky canada goose outlet toronto and Greek yogurt. There’s been a 54percent increase in the number canada goose jacket outlet store of new canada goose womens outlet products with canada goose outlet florida a high protein or vegan claim since 2008, according to

canada goose coats on sale I couldn’t canada goose outlet uk help but wonder: Why did protein suddenly become the nutrient du jour? And will it be just another diet craze a la the fat free frenzy of the 1980s that ultimately leaves us all whiplashed with confusion about why we spend so much time and energy dieting, and yet are further than ever from our feel great weights? canada goose coats on sale

buy canada goose jacket cheap For sure, we consumers are gluttons for dieting advice, canada goose sale uk especially advice that focuses on a specific supernutrient that promises to make extra pounds and health problems disappear. Some 51 percent of adults want to canada goose outlet vip lose weight, according to a Gallup Poll, yet barely half that amount 25 percent are actively working on it. buy canada goose jacket cheap

Canada Goose sale So why is protein trending now? Canada Goose sale

Scientists have long known that protein builds lean muscle mass canada goose outlet factory and provides a feeling of fullness that can aid in weight loss. A canada goose outlet belgium raft of recent studies linking protein rich canada goose clothing uk diets to weight loss have kept that idea in the spotlight. In recent years, the rise of Paleo, Atkins, the Zone and other low carb diets have helped sustain protein’s MVP canada goose outlet boston status.

Canada Goose Parka And protein’s popularity might have more staying power than other food crazes, says Darren Seifer, a food and beverage analyst for the NPD Group. Canada Goose Parka

Canada Goose Outlet In contrast to the fat free, sugar canada goose outlet uk sale free and gluten free fads, which all revolve around restraint and avoidance, the current obsession with protein has to do with eating and drinking more of it. And people like that. Canada Goose Outlet

canada goose “It’s not restrictive,” Seifer says. And because protein’s benefits are so easy to explain and understand it helps you feel canada goose jacket outlet fuller longer, lose weight and build muscle it might be more enduring than the canada goose outlet washington dc pushes for high fiber, whole grains and Omega 3 fatty acids that abruptly came into and out of vogue. canada goose

canada goose store “Consumers just want to know, is it good or is it bad?” Seifer says. “If you can whittle it down and make it simple for the consumer, the trend canada goose outlet new york could take off.” canada goose store

But, interestingly, even as the public clamors for protein, some 71 percent of consumers don’t actually know how much they should get, or what foods have it, according to the NPD survey. Agriculture Department recommendations. And most people are already getting enough in their normal eating regimes.

canadian goose jacket “It’s not a nutrient that’s of grave concern,” says registered dietitian Andrea canada goose outlet eu N. Giancoli, a canada goose outlet black friday sale policy analyst for the Beach Cities Health District in canada goose outlet michigan California. “Protein in and of itself isn’t going to make you canada goose outlet store toronto into a supermodel, get you to your ideal weight or make you into a lean, mean machine. You actually have to exercise and do the work to build that muscle.” canadian goose jacket

Canada Goose Jackets What’s more, if you eat more protein canada goose vest outlet than you need, it’s just going to get stored as fat. That’s where the larger potential problem exists, Giancoli says. In their quest to shed pounds and get strong, consumers might start eating more foods such as red meat that, though high in protein, also have lots of saturated fat. They also might reach for protein supplements and protein enriched foods, which have additives and calories they don’t need. Canada Goose Jackets

The addition of protein often comes along with artificial additives, plus calories, sugar, fat and sodium to make the product taste good. So it’s critical to comparison shop and carefully inspect the canada goose jacket outlet toronto nutrition facts panel.

Canada Goose online A 1 cup serving of Cheerios Protein, for instance, has seven grams of protein more than the four grams of protein in the original variety of Cheerios. But it also has about 100 more calories and 14 more grams of sugar. Canada Goose online

canada goose clearance sale And as tough as it is to resist the temptation of a protein packed, and therefore guilt free, indulgence, we have to look past the claims on the front of the label. That Caramel Nut Rush Marathon Protein Bar might have 20 grams of protein, but it also has 290 calories, 9 grams of fat and 22 grams of sugar. canada goose clearance sale

canada goose coats “If you’re consuming more calories than the body can burn off, you’re going to gain weight,” Giancoli says. “It doesn’t matter what nutrient it is.” canada goose coats

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Protein leads to a feeling of fullness, or satiety, so the implication is that you don’t canada goose outlet los angeles snack as much between meals. A number of recent studies have linked high protein consumption to weight loss. A study in the September 2013 Federation of American Societies for Experimental Biology Journal canada goose outlet store uk concluded that dieters who doubled their protein intake lost more fat and maintained canada goose outlet orlando more muscle mass than those who ate the recommended daily allowance. That said, if you eat more calories than your body needs, they’re going to get stored as fat. The American Heart Association doesn’t recommend high protein diets for weight loss. The AHA’s concern is that even though these diets might lead to short term weight loss, many of them emphasize foods such as meats and cheeses, which, along with being rich in protein, are also high in saturated fat, which can raise canada goose outlet the risk of heart disease, diabetes and other chronic diseases. What’s more, many of these diets canada goose outlet locations in toronto prompt people to restrict high carbohydrate, high fiber, plant based foods, which lower cholesterol.