"High-protein" versions of snacks and food staples are all over our supermarket shelves - from pancakes and pasta to rice pudding and oven pizza.

Celebrities are also participating in this act. Khloe Kardashian unveiled khloud protein popcorn two weeks ago, which she described as “a perfect combination of delicious snacks and protein to exacerbate your day”, while Zac Efron promoted protein-rich porridge in January.

But is this advertising increase for this protein just a marketing gigo, or are these products actually really useful if you are trying to build muscles or live a healthy life? Is it worth the extra cost?

Their sales are rising; data shared by research firm Mintel with BBC News shows that, besides sports nutrition programs, 8.3% of food launches claim to be the first three months of 2025, claiming to be the source of protein or have high levels of protein.

That's 6.1% in 2024 and 4.6% in the previous year.

Protein claims to be adding to foods with natural nutrient content, such as chicken breasts and beans, can also be added to products you wouldn't expect, said Kiti Soininen, research director at Mintel.

"Mousse, desserts, granola, pancakes, and even weird pizza, all make the claim of high protein," she said. "Protein is currently enjoying the 'health halo'."

Liverpool’s personal coach Ethan Smith said a high-protein diet is necessary for building muscle, but it should be done without the high-protein snacks and drinks you see in the store.

“I’m a huge believer and nothing like a whole food,” he said. “You get the protein you need from vegetables and lean meat.”

He believes that the convenience of high-protein snacks, coupled with a positive perception of nutrients among customers, has enabled manufacturers to use protein as a marketing tool.

In order for manufacturers to claim that their products are the source of protein, they must show that at least 12% of the regulator is provided by the protein. To claim that the product is high in protein, that number is 20%.

To help achieve these scores, they can add protein-rich ingredients to their products, such as nuts and beans, or make them denser by removing water.

“When someone hastily got a lunch meal deal, you understand why they get a protein bar or a drink instead of two boiled eggs,” he said. “In my 12 years as a personal trainer, I have never had the benefit of hype like I am now.”

The benefits of protein range from muscle cultivation and exercise performance to the benefits of helping women lose weight during pregnancy by suppressing appetite and helping women.

If you are building muscle, you need to consume about 1.6 grams of protein per kilogram of body weight per day, says Dr. Paul Morgan, a university lecturer in human nutrition.

He said that number should be about 1.2 grams for the average person trying to ensure its overall health.

He believes many supermarket products that promote their protein content are “girls” and warn them that they may not be as good as they are advertised.

"I think they do have benefits, but we're cautious, many of them are super processed foods, which is a real subject area that we don't have enough to understand," he said.

A recent study published last month linked them to early deaths, and a recent study was conducted.

He explained that researchers in his field are trying to understand the different effects on two protein-like muscles when one of the similar protein sources is super severely treated.

Another problem, Dr. Morgan explained, is calories, because aggravation is the most common problem people encounter when trying to eat more protein, because any excess excess is medium fat.

Some protein promotes snacks and drinks as many calories as regular products that use similar ingredients.

Nature Valley’s protein peanuts and chocolate bars weigh 489 kg per 100g, while Cadbury’s Peanut Brunch Bar (which also contains chocolate) weighs the same 485kcal.

Dr. Morgan refutes the theory that eating too much protein can damage bones or kidneys, although there are exceptions if you have a health condition.

Despite his concerns about Dr. Morgan’s concern for superprocessed protein products, he believes that protein adds protein benefits in staple foods.

These may be especially useful for older people who need more protein, while the average person maintains muscle and bone strength.

Tesco's high-protein Penne Pasta contains 8.8 grams of protein per 100 grams, while its normal penne contains 5.8 grams of protein. However, since the high protein stimulation is priced at £4.80 per kilogram, customers pay more for it. The regular Penne costs £1.29 per kilogram.

So is it worth buying these protein advertising products?

You might be someone who needs more protein to maintain health, or you want to build muscle and just need an extra bit to achieve your daily protein goals, Ethan said.

"If most of your diet is a whole food, you need an extra 20 grams of protein to reach your goal and want something sweet - go for a pudding or snack," he told us. "It's important to stay balanced - but you shouldn't rely on them."

He added: "When I started my career, people used to talk about whey protein as a supplement to your diet. Now, the number of companies that put protein on anything, everything goes crazy."