(THE GUARDIAN) — The UK's rocketing demand for high-protein products is being fuelled by consumers buying foods unlikely to deliver the benefits they are seeking, experts have said.
Weetabix, Shreddies, Mars, Snickers and Batchelors Cup a Soup were among the brands that launched enhanced protein versions this year as the trend hit the mainstream.
Many supermarkets have introduced dedicated sections for higher-protein products and, according to Euromonitor, the market for sports protein products alone – which excludes most of the mainstream brands – is expected to hit £413m this year and almost £750m (in today’s money) in five years’ time.
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But experts have warned that consumers, particularly gym-goers, are falling victim to clever marketing.