If you’ve walked the aisles of a grocery store, scrolled through social media, watched television, or set foot in a fast-casual restaurant chain in recent months, you know that protein is having its moment.  

So, why are brands pushing protein? An International Food Information Council study found that 70% of adults are looking to increase their protein intake. But as it makes its way into more products than ever before, is it too much of a good thing? 

Lesley Baradel is a registered dietitian, nutritionist, and lecturer in the College of Sciences at Georgia Tech. She joined Generating Buzz to discuss the protein-packed trend, with implications ranging from health and wellness to marketing and how the rise of GLP-1s factors into the increased focus on the macronutrient.