From chips and popcorn to puffs and bars, more snack foods are being marketed as “high in protein.” While the labels sound promising, food experts say these trendy products may not always be as healthy as they seem.
Protein-packed snacks are now common on grocery shelves, appealing to people who want to cut carbs and feel full longer. Even celebrities are joining the wave—Khloe Kardashian recently launched Khloud Protein Popcorn, which claims to offer 7 grams of protein per serving and “only the good stuff.”
But how much of it is smart nutrition, and how much is just clever branding?
Darin Detwiler, a food policy expert at Northeastern University, says many of these products use protein as a marketing hook. “Brands know protein has a health halo,” he explains. “So they put it front and center, even when the product may be high in salt, fat, sugar, or additives.”
According to food labeling rules, products marked “high in protein” or “a good source of protein” must contain at least 10% to 20% of the daily protein value—about 5 to 10 grams per serving. Detwiler says those numbers are usually accurate, but consumers need to understand the full picture.
In a sample of protein snacks from a Boston store, many had around 20% saturated fat and more than 220 milligrams of sodium per serving. That’s a lot—especially since most people don’t stop at just one serving.
“Just because something looks like a cheese puff but has 15 grams of protein doesn’t make it a healthy choice,” says Detwiler. “If it’s ultra-processed and loaded with sugars or empty calories, it’s no better than regular junk food.”
He advises consumers to look beyond the big claims on the front of the package. “Don’t fall for words like ‘power snack’ or ‘packed with protein’ without checking the full nutrition label,” he says. “Marketing often outpaces regulation, so it’s up to shoppers to be informed.”
Watch for ingredients like whey or soy protein isolate, or vague terms like “Khloud Dust.” These are often ultra-processed forms of protein stripped of other nutrients like fiber and antioxidants. While they do offer protein, they may also contain thickeners, emulsifiers, and other additives.
Eating too much protein—especially from processed snacks—can also backfire. Most adults only need about 50 to 60 grams of protein per day, but it’s easy to exceed that with bars, shakes, and chips. Detwiler warns that protein overload can lead to digestive problems and stress the kidneys.
That doesn’t mean protein snacks are always a bad choice. For athletes or people with high needs, they can help fill a gap. But for most people, real food is a better bet.
“If you want a protein-rich snack, go for a boiled egg, roasted chickpeas, nuts, seeds, Greek yogurt, or cottage cheese,” Detwiler says. “Even a small piece of tuna, chicken, or turkey works well.”
His bottom line? “Protein isn’t magic. Whole foods give you what you need—without the hype.”
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