Some of America’s favorite snack foods are getting a protein makeover.
Protein popcorn, chips and puffs are joining protein bars and shakes on store shelves as food companies market their products to consumers seeking to satisfy cravings while whittling carbs from their diets.
Just this spring, influencer Khloe Kardashian joined the trend by unveiling Khloud Protein Popcorn, advertised as containing 7 grams of protein per serving and full of “only the good stuff, zero fluff.”
Separating health facts from hype isn’t easy when faced with a wall of snack foods labeled “high protein,” “keto friendly,” or “packed with power,” says Northeastern food policy expert Darin Detwiler.
“Much of what we’re seeing in the surge of high-protein snacks — puffs, popcorn, shakes — is not fundamentally about nutrition. It’s about marketing optics,” he says.
“Brands know that protein carries a ‘health halo’ with consumers. So they highlight it on packaging, even when the actual nutritional value of the product is questionable,” thanks to a high concentration of fats, salt, sugar or artificial additives, Detwiler says.
Detwiler says that for the most part, consumers can rest assured that snacks labeled “high in protein” or “good source of protein” are meeting regulations requiring that the products contain at least 10% to 20% of the daily value for protein, typically 5 to 10 grams per serving size.
“The grams of protein listed on labels are usually accurate. The issue is context,” he says.
A sampling of protein chips and puffs purchased from a Boston grocery store shows some snacks with a 20% saturated fat content and sodium amounts of 220 to 250 milligrams — which is considered high for a single serving.
And who ever eats a single serving of chips?
“When a snack that resembles a cheese puff or a candy bar says ‘15g of protein,’ it may technically be true. But context matters. If that protein comes with ultra processing, added sugars and empty calories, then the health benefit is far from what the label implies,” Detwiler says.
“If the packaging looks like it belongs in a vending machine but says ‘high-protein,’ ask yourself: is it food — or just marketing in disguise?” he says.
Detwiler says he doesn’t rule out high-protein snacks as a treat, especially if they are minimally processed with few or no additives. So before you make a purchase, take a good look at the label, he says.
There’s a lot of legal “puffery” practiced by food companies describing their products as “power snack” and “packed with protein,” Detwiler says.
Since regulators like the Federal Trade Commission and Food and Drug Administration “have not fully caught up with the aggressive language used in food marketing today, the burden falls on consumers to decipher whether these protein claims are about health — or just hype,” he says.
Consumer focus should be on label literacy, Detwiler says.
“Check the full nutrition facts panel — not just the protein content on the front,” he says. “Look at added sugars; sodium levels; artificial additives; and portion sizes. Some products list two or more servings per package.”
Consider also the protein source and the level of processing, Detwiler says.
The marketing site for Kardashian’s popcorn says the protein comes from “Khloud Dust,” a trademarked blend of milk protein isolate, which leads Detwiler to wonder if it’s “fancy branding for ultra-processed milk proteins plus unknown extras.”
“Whey protein isolate is highly processed and lacks the natural ingredients of dairy,” he says. “Plant-based protein isolates can be effective but may contain emulsifiers or thickeners.”
“Isolated protein ingredients like soy protein isolate or hydrolyzed collagen may offer high protein content, but they’re stripped of the natural matrix of the food, meaning the fiber, antioxidants and phytonutrients are lost,” Detwiler says.
The inclusion of protein does not make ultra-processed foods, which studies associated with increased levels of obesity and higher incidence of metabolic syndrome, any healthier, he says.
Protein snacks could even contribute to protein overload, Detwiler says.
“While protein is essential, it’s absolutely possible to get too much — especially from highly processed sources like powders, bars and isolates,” he says.
“Most adults need about 50 to 60 grams per day, yet many exceed this without realizing it, often at the expense of other vital nutrients,” Detwiler says, adding that protein overconsumption can also lead to digestive issues and put a strain on the kidneys.
Detwiler says high protein snacks can be “a helpful complement to a balanced diet, especially for athletes or those with high needs.”
But his top choices for protein-packed snacks come from animal or plant-based foods.
Try a boiled egg, roast your own chickpeas, have some nuts, seeds, cottage cheese or Greek yogurt, for instance. Maybe a bite of chicken — not nuggets — turkey or a small serving of salmon, tuna or sardines would satisfy food cravings and take the edge off hunger between meals.
“For most people, real food provides plenty of high-quality protein without the additives, confusion or cost,” Detwiler says.