Protein-in-everything (coffee, popcorn, ice cream, soda) has jumped the shark — most people don’t actually need it.

2026’s grocery aisles are 40% protein-labeled: protein coffee, protein popcorn, protein soda, protein ice cream, protein cereal. Instagram nutritionists insist most sedentary adults already hit their protein target from normal meals — and that the label mostly justifies charging 3x. Gym-side says even office workers benefit from 100g+/day for muscle retention past 30. Is the protein-everything trend a genuine upgrade or the new “gluten-free” halo tax?