The Protein Bandwagon

Have you seen the new Kashi GoLean (sic) Crunch ads? They're selling cereal, 'cause we all know that whole grains are low fat! and high fiber! and good for us!! (note heavy sarcasm) But what are they pushing in the ads? Protein. Their cereal will keep you full, they claim, because it's a great source of protein.

Well, it's a better source of protein than, say, Rice Krispies or Wheaties, but then, they're pretty pathetic. But is Kashi GoLean Crunch high protein?

Of course not. Kashi GoLean Crunch (from cereal giant Kellogg's, by the way) has 36 g of carbohydrate, with 8 grams of fiber and 13 grams of sugar. Protein? 9 grams. Since a serving (listed at an odd 53 g total, by the way) has 200 calories, that means that it's 18% protein. Not bad for a cereal, but high protein? It gets 26% of its calories from sugar. Why aren't they touting that? For that matter, if you go with the total carb count, Kashi GoLean Crunch gets 72% of its calories from carbs.

But what are they crowing about? Protein. Oh, and fiber. 8 grams of fiber is quite a lot, I'll admit, but really, the only purpose it serves, from our perspective, is to displace digestible carbs that will jack up our blood sugar and cause an insulin release. It's interesting, though, isn't it, that a cereal that's advertising its healthfulness is pushing two things they know low carbers may care about, and adding that protein and fiber will keep you full all morning long. Wasn't so long ago that ads raved about their wonderful complex carbohydrates, but apparently that no longer sells; the closest they come is mentioning "whole grains." Nope, it's protein and fiber that keep you full. Perhaps we're making inroads?

I've also been noticing the new packaged meal replacement shake from Special K (also part of Kellogg's). What do they call it? Special K(tm) Protein Shake. And, to be fair, their "protein blend" comes in second on the nutrition label, right after water. After that come "sugar" and "maltodextrin" (very much like glucose). And while these come in after protein in the list, there has to be quite a lot of both, since A) ingredients, by law, are listed in descending order of predominance, and B) this product has 29 grams of carbohydrate, 18 grams of which are sugar. (5 grams fiber.) Protein? We're looking at 10 grams, so this thing has nearly three times as much carbohydrate as protein.

At 190 calories per shake, we're looking at 21% of calories from protein, and 61% of calories from carbohydrate, 38% from pure sugar. But what do they call it? "Protein Shake." Like the Kashi GoLean Crunch, they're claiming their protein and fiber will keep you full for a long, long time, and leaving their carbs out of it.

Well, hah. If I'm determined that my breakfast should come in around the 200 calorie mark -- I'm not, but, you know, if -- I could have three boiled eggs. According to MasterCook, I'd get 224 calories, with 19 grams of protein and just 2 grams of carbohydrate. That's 34% of calories from protein. No fiber, but then, since I'm not eating a bunch of paste -- er, I mean starch -- with it, it's not really needed. I'll get a bunch of vitamins and minerals, including 44% of my riboflavin (B2), 29% of my vitamin A (real vitamin A, not pro-vitamin A), 25% of my B12, 18% of my folacin (and you thought only vegetables had folacin), 12% of my iron (in the highly available animal form), 11% of my zinc, 9% of my B6, and 7% of my calcium.

If I'm determined to drink my meal, I'll make a smoothie with cottage cheese (lower carb than milk, and it blends up beautifully) and vanilla whey protein. My favorite -- a Mexican Chocolate Smoothie has 388 calories, so let's go with a half-recipe, to stay close to 200 calories, again, not because I think skimpy breakfasts are a great idea, but to stay in the same neighborhood of these packaged breakfast foods. Half of 388 is 194 calories. It has 7 grams of carb, of which 2 are fiber, so 5 grams usable carb. And this half-recipe has 34 grams of protein. 34 grams! That's a whopping 70% of calories from protein. And it tastes way better than anything from a can.

Oops, a bottle. Special K seems to feel it's tremendously important that their "Protein Shakes" come in a plastic bottle. Their ads urge you to "break the tin can habit," as if getting sugary soy drink in plastic is somehow superior to getting it in metal. I find this inexplicable, but then there is much in this world I do not understand.

I've wandered a bit afield here. My main point, really, is bemusement that the purveyors of processed "healthy" junk are now pushing their protein and fiber content. As I said, I am at least mildly hopeful this means we're making inroads on the public consciousness.