There’s a tipping point with every food fad – a moment when whatever the latest trend is seems to have strayed into absurdity. For protein, it was possibly the introduction of “Weetabix Protein”, the existence of which recently stopped me in my tracks in the supermarket aisle.
While we’ve mostly become inured to the sight of an ever-growing menagerie of protein-enhanced products – smoothies, ice cream, cheese, snack bars et al – there was something about the inclusion of the usually humble, no-fuss breakfast biscuits among this motley crew that broke me.
