Seeing through "high protein" marketing hype

Have you noticed how everything seems to be "protein-packed" these days? Walk down any grocery aisle and you'll see protein cookies, protein chips, protein cereals, and even protein water. Marketers have caught onto our collective focus on getting adequate protein, and they're capitalizing on it by slapping "high protein" labels on products that might not deserve the title.

Here's the thing: just because something contains protein doesn't make it a high-protein food. Learning to see through this marketing noise is an empowering skill that serves your health goals.

The quick formula that cuts through the hype

Marketers can be sneaky by slapping "protein-packed" on anything from cereal to cookies. Here's my quick formula to cut through the hype:

The Quick Formula:

1. Look at the grams of protein per serving. Check the Nutrition Facts Label or look it up on Google. Hint: Whole animal-based proteins like chicken breasts, ground meat, etc. don't need to be checked - they are naturally higher in protein.

2. Add a zero to that number. Example: 12 grams of protein → 120.

3. Compare that number to the total calories. If your "protein number" (with the zero added) is equal to or greater than the calories, it's high in protein.

Why this formula works

This simple trick works because it's based on the fundamental science of macronutrients. Each gram of protein provides exactly 4 calories of energy. When you multiply the protein grams by 10, you're essentially calculating what the total calories would be if the food were 40% protein by calories (protein grams × 4 calories per gram × 2.5 = protein grams × 10).

Foods that are truly high in protein should derive a significant portion of their calories from protein rather than carbohydrates or fats. By using this formula, you're checking whether protein makes up at least 40% of the food's total caloric content—a reasonable benchmark for calling something "high protein."

When protein contributes less than this percentage, it means the food is getting most of its calories from other macronutrients, despite what the marketing might claim.

VERY General Rule of Thumb:

• 20+ grams protein per serving = High Protein

• 10–19 grams protein = Moderate Protein

• <10 grams protein = Not a protein star

Real-life examples

Let's put this into practice:

• Tuna pouch: 16g protein, 110 calories → 160 (16 x 10). More than 110. High protein

• Greek Yogurt (6 oz): 17g protein, 100 calories → 170 (17 x 10). More than 100. High protein

• Eggs (2 large): 12g protein, 140 calories → 120 (12 x 10). Less than 140. Moderate in protein.

• Protein Chips: 13g protein, 150 calories → 130. Less than 150. Moderate in protein.

• Protein Bar: 8g protein, 210 calories → 80. Way less than 210. Not high protein

• Protein Cookie: 10g protein, 380 calories → 100. Way less than 380. Not high protein

Notice how those last two examples might be marketed as protein foods. Still, they're actually getting most of their calories from other sources - likely sugar and fat.

The bigger picture

This isn't about becoming the food police or never enjoying foods that aren't protein powerhouses. It's about making informed choices that align with your goals. When you're specifically looking to increase your protein intake, you want to choose foods where protein is actually the star of the show, not just a supporting character with a loud marketing campaign.

Having this knowledge empowers you to spend your food budget and calories on items that truly support your goals rather than falling for clever packaging. You deserve to make choices based on facts, not marketing fluff.

What "high protein" product have you been curious about? Try the formula and see what you discover. I'd love to hear what surprises you!