In earlier years protein bars and shakes were sold mainly in specialty sports stores and targeted serious athletes. Today protein ingredients appear in a wide range of everyday foods such as pudding, bread, pasta, breakfast cereals, yogurt, ice cream, coffee and even bottled water. What was once considered just one of the basic nutrients has become closely linked to the idea of a healthy diet. The article points out that the market now promotes protein as a hallmark of wellness. It questions whether an average consumer truly needs the large amounts of protein now marketed. It suggests that the food industry may be creating a new buzzword to justify higher prices.