Protein foods: Trend or necessity?

In recent years, the trend of “high-protein” products has spread rapidly, especially protein bars and fortified drinks. The trend comes from the United States and is widely followed by those who practice sports, want to increase muscle mass, or lose weight quickly.

Even in Italy, sales of high-protein products are growing rapidly, driven in part by social media and changing eating habits.

Proteins are essential nutrients for muscles and can help with weight control, but only when included in a balanced diet. If consumed in excess, they provide the same calories as carbohydrates (about 4 kcal/g) and are converted into sugars and fats.

Excessive protein intake — especially from supplements or red meat — can strain the kidneys and liver, reduce bone density, and increase the risk of certain diseases. For adults, the recommended daily amount is around 0.75–0.83 g per kilogram of body weight (slightly more for teenagers, athletes, and pregnant women).

With a simple calculation, a young adult weighing 60–65 kg should consume about 50 grams of protein per day, while an 80-kg man needs around 65 grams. To give an idea, this amount can easily be reached with a 300-gram steak. The same applies roughly to white meat or fish.

Eating meat, as we know, is a pleasure and provides a strong sense of satiety. But when the amount isn’t enough, or after a workout or gym session, our B-PROTEIN bars can offer valuable support — especially because they are crafted by expert artisans using selected ingredients, freshly baked and truly delicious.

Would you like to see the B-PROTEIN product sheet?