How Protein Muscled Its Way to the Top

18 snips

Nov 19, 2025

Guests Samantha King and Gavin Weedon, experts in kinesiology and sociology, delve into the historical allure of protein. They explore the fascinating origins of protein marketing, tracing back to Justus von Liebig's groundbreaking theories in the 19th century. Discussion includes early protein products like beef extract and the rise of bodybuilding culture that propelled whey to fame. They highlight how protein trends recycle through history, questioning whether today's obsession will sustain as they reflect on nutrition's ever-changing landscape.

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ANECDOTE

Supermarket Protein Overload

Willa Paskin walked a supermarket aisle and found protein claims plastered across many everyday foods.
Protein labeling now appears on soups, yogurts, pastas, crackers, and even ice cream pints.

INSIGHT

Protein's Repeating Boom Cycle

Protein obsession has recurred for nearly two centuries and features charismatic single-nutrient claims.
Each boom repackages waste products as valuable supplements to meet shifting cultural anxieties.

INSIGHT

Protein: Necessary but Overemphasized

Protein is essential biologically but scarcity is rare when people have enough food.
Yet cultural claims shift protein from survival to performance and longevity concerns.

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Americans are currently besotted with protein. It’s touted as being good for muscle growth, weight loss, skincare, mental acuity, longevity, and much else besides. It’s sold to men, women, children, the elderly— you can even buy protein for your pets. The protein supplement market alone is worth $21 billion and growing—and extra protein is being added to coffee, cereal, pasta, beer, ice cream, and popcorn.

But as frenzied as we currently are about protein, this is not the first protein boom—or even the second. Protein has been promoted as a charismatic, cure-all nutrient for nearly two centuries. In this episode, with the help of Samantha King and Gavin Weedon, the authors of Protein: The Making of a Nutritional Superstar, we look closely at all our protein crazes and their associated protein products—from beef tea to whey powder—and see what they can tell us about our current protein mania.

This episode was produced by Max Freedman. Decoder Ring is also produced by Willa Paskin, Katie Shepherd, and Evan Chung, our supervising producer. We had editing support from Josh Levin and fact-checking by Sophie Summergrad. Merritt Jacob is Senior Technical Director.

If you have any cultural mysteries you want us to decode, email us at DecoderRing@slate.com or leave a message on our hotline at (347) 460-7281.

Get more of Decoder Ring with Slate Plus! Join for exclusive bonus episodes of Decoder Ring and ad-free listening on all your favorite Slate podcasts. Subscribe from the Decoder Ring show page on Apple Podcasts or Spotify. Or, visit slate.com/decoderplus for access wherever you listen.

Sources for This Episode

King, Samantha and Gavin Weedon. Protein: The Making of a Nutritional Superstar, Duke University Press, 2026.

Baker, Ryan. “Protein has become America's latest obsession. Companies like General Mills and PepsiCo are capitalizing on it,” CNBC, July 22, 2025.

Brock, William H. Justus von Liebig: The Chemical Gatekeeper, Cambridge University Press, 1997.

Callahan, Alice. “The More Protein, the Better?” New York Times, April 9, 2025.

Draper, Kevin. “America’s Protein Obsession Is Transforming the Dairy Industry,” New York Times, July 16, 2025.

Gayomali, Chris. “Big Food Gets Jacked: How protein mania took over the American grocery store,” New York Magazine, Feb. 12, 2025.

“The Great Protein Fiasco,” Maintenance Phase, Aug. 31, 2021.

Liebig, Justus von. Researches on the Chemistry of Food, Taylor and Walton, 1847.

McLaren, Donald S. “The Great Protein Fiasco,” The Lancet, 1974.

Oncken, John. “Stingy, 'half-way' dairy farmer's curiosity changed the world,” Wisconsin State Farmer, April 27, 2022.

“Subject of Whey Disposal Discussed in UW Bulletin.” Wausau Daily Herald, Aug. 28, 1965.

Torrella, Kenny. “You’re probably eating way too much protein,” Vox, Jan. 30, 2024.

Wilson, Bee. “Protein mania: the rich world’s new diet obsession,” The Guardian, Jan. 4, 2019.

Wu, Katherine J. “Should We All Be Eating Like The Rock?” The Atlantic, Aug. 28, 2023.

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