Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
The US has been obsessed with protein for at least 15 years, longer though.
Baby boomers have long been convinced they are one bowl of pasta away from protein starvation. But every other person elsewise now too.