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You don’t need me to tell you that the US is in the midst of an obsession with protein. By now, you’ve probably seen extra protein in foods and beverages it once didn’t belong: ice cream, popcorn, iced tea — even water. Google searches for “protein” have surged in recent years, and the macronutrient seems to be on the tip of every fitness influencers’ tongue.

But the impact of the protein craze goes beyond snacks and social media. It helped the meat industry achieve record sales in 2024, and it likely contributed to a surprising change in American eating habits: Last year, for the first time in 15 years,

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