The Protein Panic: Have We All Been Played? (Spoiler: Lobster Wins)

Inspired by a recent piece in the New York Times titled “Superfood,” we couldn’t help but reflect on the rising wave of protein obsession — and how it’s reshaping not just our grocery carts, but our relationship with food itself.

The article raised a smart question: Are we overdoing it on protein? And more importantly… are we losing the joy of eating in the process?

We’ve got a take. And a surprising chart. And yes — lobster enters the chat.

Somewhere between the first kale smoothie and the last “plant-based everything,” we were told to worship at the altar of protein. We’ve dutifully added scoops of chalky powders to our coffee, stuffed Mason jars with overnight oats, and convinced ourselves that a joyless bar that tastes like a melted candle is a worthy stand-in for breakfast.

But is this “protein boom” actually progress? Or are we just snackable marketing targets wrapped in shiny foil?

The truth? You’re probably already eating enough protein. Most Americans are. And yet, the industry keeps pumping out protein water, protein soda, protein candy — because nothing sells like fear. Fear that you’re not “optimized.” Fear that you’ll lose muscle overnight if you dare enjoy banana bread.

Guess what? That’s not science. That’s marketing dressed in gym shorts.

This isn’t just about food; it’s about our obsession with “betterment.” Protein has become a badge of honor, a virtue signal. We’ve moved from “enjoy your meal” to “is this fueling my gains?” Somewhere along the way, we forgot that food isn’t just macros — it’s connection, culture, and joy. Banana bread still brings more smiles than any “Scud missile” bar.

Here’s What Is Worth Knowing:

If you are thinking about smart, high-quality protein — lobster quietly sits atop the podium.

• No gold foil.
• No 25-ingredient bar.
• Just pure, wild-caught perfection.

In fact, lobster has one of the highest protein-per-calorie ratios of any animal protein on the planet. You get more of what your body needs — and none of the bloat, grease, or fillers.

🦞 Most Efficient Animal Proteins (Per 100 Calories):

Source: USDA and common packaged food averages

Whey used to be a byproduct — the cheese industry’s afterthought. Now it’s liquid gold. YouBar runs a factory 24/7, pumping out protein-infused churros, toaster pastries, and (why not?) protein churros for your protein churros. If this feels a little absurd, that’s because it is.

Meanwhile, lobster’s just been here the whole time — wild-caught, hand-harvested, flash-frozen — quietly being the most efficient source of animal protein and it can be delivered to your doorstep.

Maybe the real “superfood” isn’t a 24g protein bar. Maybe it’s eating like a human again. Sharing a meal, enjoying food that tastes like, well, food. Banana bread may not be a protein powerhouse, but it fuels something better — the simple pleasure of being alive.

And when you do want to maximize protein without the side of bloated marketing? Try the elegant, ocean-born protein with the résumé to prove it.

So here’s your permission slip: Skip the Mason jar protein bomb. Bake the banana bread. And when it’s time for a real, meaningful meal? Serve the shell-cracking, smile-sparking, surprisingly efficient lobster tail.

➜ TEXT "LOBSTER" TO 56253 & ALWAYS BE FIRST IN LINE TO WORLD'S FINEST HAND-HARVESTED LOBSTER.

High protein. Low calories. Zero compromise.
(Bonus: Your guests will actually remember it.)