As GLP-1s drive the current protein craze, a supplement once only taken by powerlifters is now so popular US producers are struggling to keep up
For generations, the Meives family made cheese. Tony Meives’s grandfather, a Swiss immigrant, and his father both ran small cheese factories in Wisconsin, in the heart of America’s dairyland. “I worked in the cheese factory my whole life,” Meives says. “I have four world-class cheesemakers in my family.” But when it came time to inherit the family business, Meives found there was more money in the industrial runoff that his grandfather would have once thrown away. Today, the 39-year-old bodybuilder and gym owner runs a company that sells whey protein powder, the watery byproduct of cheesemaking that was once considered waste. “Twenty years ago, the only people who took whey were bodybuilders,” he says. “Over the past five years, the market has really opened up to each and every type of person you can probably think of.”
When Robert F Kennedy Jr, the US health secretary, declared late last month, that “the war on protein is over”, he sounded a bit like one of those Japanese soldiers of second world war lore, who spent years bunkering in the jungles of south-east Asia, oblivious to the fact that hostilities had long ceased. Perhaps there was a time when advice leaned more towards a diet based around fruit, vegetables and carbohydrates – but by May 2026, the war on protein was surely over. Protein had won.
