In the late 1980s, two long-distance runners who lived together in the Bay Area mixed vitamins, oat bran, milk protein, and corn syrup in their kitchen, inventing what would become a
PowerBar
, one of the first
modern protein bars.
By the mid-'90s, it was already a phenomenon, what a New York Times writer called
"a high-octane snack for yuppies and fitness fanatics
. "
Today, however, protein bars are ubiquitous, and their brand image has extended far beyond fitness fanatics.
They are presented as
healthy snacks
on the go or even as part of a personal care routine.
Grocery stores, gas stations, gyms and pharmacies now sell whey protein chunks wrapped in fancy wrappers, marketed as
energy-boosting health foods.
, despite coming in flavors like cookie dough and lemon pie.
The global market for protein bars is growing rapidly and is expected to exceed
$2 billion by the end of 2026,
according to financial analysis site MarketWatch.
"In recent years, protein has gotten out of hand," says Hannah Cutting-Jones, a food historian and director of the food studies program at the University of Oregon.
The manufacturers of these products
want us to believe that they can improve our health and our training.
The Clif Bar website shows people throwing kettlebells or running in the rain;
Gatorade describes its protein bar as "scientifically designed for athletes."
Others seem to fall under the soft umbrella of well-being.
Her ads feature photos and videos of serene women journaling with tips to prevent burnout.
Protein bars and doubts about whether they are healthy.
Despite the hype, nutrition experts say protein bars
aren't all that healthy.
"You can put 'keto' or 'protein' on a candy bar and sell
it, and people don't even question it," says Janet Chrzan, an associate professor of nutritional anthropology at the University of Pennsylvania.
Proteins are an important part of our diet.
There's no question that our bodies need protein to build, maintain, and repair muscle, says Anthony DiMarino, a registered dietitian at the Cleveland Clinic Center for Human Nutrition.
Proteins also make up hair, skin, nails, and organs, and the amino acids in protein help the brain function.
Perhaps for this reason,
proteins occupy a prominent place in the world of wellness.
Over the past 40 years, fad diets that vilify sugars, fats, and carbohydrates have come and gone in style.
But many of the most popular diets, past and present, prioritize protein, associating it with weight loss, Chrzan says.
"We value protein so much that it's the centerpiece of our plate," he says.
People also instinctively associate protein with fitness, says Marion Nestle, professor of nutrition, food studies and public health at New York University.
When they eat protein bars,
"people think they're doing something good for their health,"
she says.
Eric Rimm, Professor of Epidemiology and Nutrition at the Harvard TH Chan School of Public Health, says it's hard to find an American who actually needs more protein.
Most meat
eaters eat much more than the RDA for protein
(which is about 0.4 grams per kilogram of body weight).
And non-meat eaters can get enough protein from plant sources like tofu, nuts, and legumes.
Are protein bars healthy?
According to Rimm, protein is more likely to be satiating than simple carbohydrates.
This may be because protein helps our bodies release hormones that keep hunger at bay.
But many protein bars
are also full of sugar.
A Clif bar with chocolate chips, for example, contains 16 grams of added sugars, more than a serving of mints.
A chocolate chip Gatorade protein bar contains 28 grams of added sugars,
double the amount found in a
Dunkin' Donuts chocolate glazed donut.
"Generally, they're highly processed,
high in sugar and salt,
sort of 'Frankenfood,'" says Cutting-Jones.
Rimm agrees: Many protein bars are actually
"caramel bars with a lot more protein,"
she says.
Protein bars may make sense for someone who needs to increase their protein intake, for example, a vegan who doesn't get enough protein from their diet, or someone who just had an intense workout, DiMarino said.
But for a normal person, adding another dose of protein to their diet - especially if it comes with a lot of added sugar - will not make them healthier.
"It's a snack for when you're in a rush," said Stephanie Urrutia, director of performance nutrition at UCLA's Department of Intercollegiate Athletics, for example, "if you're going up the mountain, if you can't make a full meal ".
But
they're not meant to replace a meal,
she clarifies.
Some bars are worse than others.
Not all are the same in terms of their ingredients and nutritional content.
That's why you need
to pay attention to the Nutrition Facts label.
Opt for those with ingredients that are recognizable, says Nestle.
"If it's mostly nuts and fruit, it's not bad," he says.
"If you're going to eat a protein bar as a post-workout snack or supplement,
choose one that's around 200 calories per serving,"
says DiMarino, with less than 5 grams of fat and 5 grams of added sugar.
And the amount of protein it contains can vary from bar to bar, but according to him, it's best to opt for one that contains
between 15 and 20 grams per serving.
You can also opt for another snack that is equally easy to carry and nutritious, such as grapes, banana, apple or yogurt with berries.
Nestlé suggested a handful of nuts, and DiMarino recommended tuna or hard-boiled eggs, which are high in protein but not processed.
"People need to
relax about protein intake,"
says Cutting-Jones.
The New York Times
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