Much ado about protein

Wellness crazes come and go, but protein is forever. At least that’s how it feels as the algorithm subjects me to the latest protein-related wellness trend: a video of a gym bro whipping up a piping hot plate of boy kibble.

Boy kibble is not complicated. According to influencers and trend pieces alike, it’s a humble meal of ground beef and white rice. Yes, that’s it. The beef provides fat and protein, while the white rice provides carbs. Eaten day in and day out, boy kibble is meant to be utilitarian, affordable, easy to meal-prep, and most importantly, it’s high in protein. Upon further research, boy kibble seems to be a variant of the slop bowl — mushy, often disturbingly vomit-like meals that are protein-rich but not exactly appetizing to look at.

Every boy kibble recipe is accompanied by a breakdown of calories and macros, with protein ranging anywhere from 30g to over 80g per serving. And while it might seem odd that off-putting bowls of brown have the internet in a chokehold, you could draw a straight line from boy kibble to other wellness products like Huel, Soylent, David bars, and the protein Pop-Tarts in my cupboard. Because while fats are polarizing and carbs are reviled, protein is the favored macronutrient of the wellness Wild West.