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 secretary of health, RFK Jr., pushes an uptake in protein as part of his “MAHA” - “Make America Healthy Again” - messaging. See example tote bags for an event here.
It’s the reason you can buy protein poptarts.