Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
It goes back and forth. Fiber was also big in the 1990s, and protein big maybe like 2004-2016 because of the Atkins diet trend that ended when it turns out that’s not a great thing to do long term, and doesn’t prevent you blocking your arteries with cholesterol.
We’ve literally had this trend before, recently.