Think food manufacturers had run out of places to add soy protein? Guess again!
Say hello to Kosmo Protein Coffee, "a specialty [performance] coffee with 4 grams of plant-based soy protein per serving to keep your muscles strong."
Did I mention it was created by a Registered Dietitian??
I am amazed at how strongly the "you need tons of protein every day!" marketing has stuck, even half a decade after the low carb 2.0 craze.
I simply don't get what audience this product is aimed at. Protein-obsessed bodybuilders? Atkins addicts?
If you want an extra 4 grams of protein with your coffee, simply add half a cup of soy or dairy milk to it.
Or, accompany it with a toasted slice of whole grain bread (for an EXTRA four grams, spread 1 tablespoon of peanut butter on it).
Although protein is an essential nutrient, the average person in the United States is getting more than they need.
Besides, extra protein doesn't necessarily mean extra healthy. It simply tacks on a few extra calories.