Buyer Beware: Why does all my food have "added vitamins" and protein?

Protein is added to many products: protein coffee, protein lollies, protein ice cream.

But it's not just protein anymore. There's a growing trend of adding supplements and vitamins to every meal and snack.

Between vitamin gummies and drinks fortified with this or that, we're constantly being sold "extras" ... even as headlines warn of inconsistent dosages and questionable efficacy.

So, what's the consumer psychology behind their appeal?