Nutritionist Federica Amati has criticized the trend of high-protein food labels, describing it as another health halo. She expressed concerns that people are being misled into thinking that 'high protein' on a label automatically means the product is healthy. Amati warned that consuming more protein than the body can use during midlife is linked to an increased risk of multiple diseases, including cancer.

While protein supplements may be necessary for some individuals, they are not essential for everyone. Companies like THIS, Better Nature, Violife, and Vemondo have launched products highlighting their protein content in 2025. Amati noted that the popularity of high-protein products is primarily due to marketing tactics. Instead, she advised consumers to focus on whole foods and standard options without the high-protein markup, as most people can obtain sufficient protein from their regular diets.