Americans are obsessed with protein — and food companies are taking cues.

• The big picture: Social media is fueling the "proteinification" of snacks, The New York Times reports. It's showing up everywhere, from popcorn to candy to sparkling water.
• But nutritionists warn consumers that ultra-processed sweet and salty snacks that have added protein still count as junk food, The Wall Street Journal notes.

💰 The money quote: "How about a chicken breast, people? How about an egg?" Constance Contursi, a personal trainer in Chicago, told the Journal.

By the numbers: 61% of North American consumers said they upped their protein intake last year, according to a report from Cargill, a food supply company. 63% are looking for more protein in their snacks.

• Last year, food companies debuted 97 new products with "protein" in the name, more than double the year prior, WSJ reports, citing market research firm Mintel.

👀 The intrigue: Yes, protein is a star nutrient, but most Americans are getting more than enough of it. One nutrient most of us need more of is fiber.

• A 2021 USDA study found that just 4% of men and 12% of women are hitting the daily recommended amount of fiber, which is essential for gut health, aiding digestion and healthy weight management, among other perks.

The magic ingredient: There's a food that's both a protein and fiber powerhouse that's been catching social media buzz with viral recipes — beans.

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