Chris Gaiomali

And so she landed on this idea for a fizzy protein soda.

There's a lot of research being done right now in genetically modifying certain plants, say, pea, or even potatoes.

So protein is really tricky, and I'm by no means an expert in how all that stuff sort of holds together.

Admittedly, like, I get a little bit squeamish around, like, fake meats like that.

There's no way I should be eating this burger that is designed to taste like a cow but isn't a cow.

I'm kind of like, just be yourself, burger.

In my reporting, I sort of found that, you know, of all the macronutrients, the big three are fat, carbohydrates, and protein.

Protein's kind of the only one that's never really been demonized by marketers and, like, pop scientists and Atkins and, like, all that stuff.

It's like, you think of carbohydrates, it was like that was verboten at one point.

Fat, definitely verboten at one point.

The analogy I like to use is protein's kind of like the Dolly Parton of macronutrients.

Like, we can all agree that she's pretty great, regardless of your identity or, like, political affiliation.

And it's addicting, right?

And I think part of it is like, you know, post pandemic, we were just so concerned about our mortality and watching death sort of surround us in a real way that a lot of people decided to get healthy kind of at the same time.

But also, you know, your point about influencers is really interesting.

One of the big ones is Dr. Gabrielle Lyon.

She's a part of the sort of Huberman cinematic universe.

Really compelling figure in her mid-50s, I think, and she looks like she could deadlift like a Miata if she needed to.

But she's argued that women, especially as they enter menopause, need to be lifting weights and eating way more protein to stay healthy.

She's so turbo, but I think she's onto something, and I think that's really hitting a note with a lot of people across all stripes.