Welcome to part two of our protein series. Today, we’re peering behind the supermarket curtain to uncover what those shiny "high protein" labels really mean. Because let’s face it, the world of protein marketing is a bit of a Wild West. Flashy labels, clever claims, and more confusion than clarity. I see it in my clinic all the time. Patients will proudly tell me they’re smashing their protein goals, only for us to do a little food diary deep-dive and discover they’re actually falling short. Often way short – I’m talking 50% under target. And they’re genuinely shocked.
So, where's the disconnect? It often starts with the label.
The Labelling Conundrum
Let's start with a common example I love to use: 100g of cooked quinoa. It’s trendy, has a good rep in wellness circles, and proudly wears the "high protein" badge. But what most of us don’t notice is the amount of protein per serving size. The reality is it only contains around 3g of protein per 100g. Compare that to 100g of chicken breast, which delivers a whopping 30g of protein, and you can start to see why we may not be getting the protein we think we are.
Now, both might be described as "high protein" on a packet, but nutritionally, they’re not even playing the same game. So why the label? It's all about how we define "high protein" in food law and marketing. Foods like quinoa get a gold star because they’re classed as complete proteins, meaning they contain all nine essential amino acids. But that label doesn’t consider quantity.
For those trying to lose fat, stabilise blood sugar, support hormones, or build muscle, the total grams of protein per serving is what really counts. You’d need to eat an enormous bowl of quinoa to hit your target, and that would come with a big side order of high carbohydrates, too – not ideal if you're aiming to balance insulin or manage weight.
Quality Over Quantity: A Quick Primer on Protein Types
Not all proteins are created equal – and this is where the waters get a little murky for most of us. To understand the significance of protein, think of it as a brick wall, with amino acids serving as the individual bricks.
In fact, there are 20 different types of amino acids, and they collaborate in over 50,000 different functions within our body. Among these amino acids, nine are deemed "essential," meaning our bodies cannot produce them, and we must obtain them through our diet. These essential amino acids include histidine, isoleucine, leucine, lysine, methionine, phenylalanine, threonine, tryptophan, and valine.
Foods that contain all nine essential amino acids in the right proportions are called "complete protein" foods. You'll typically find complete proteins in animal-based products such as meat, dairy, fish, and eggs. These foods offer a high protein content while containing little to no carbohydrates.
Let’s summarise:
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Complete Proteins – These foods contain all nine essential amino acids that your body can’t make on its own. Animal sources like chicken, fish, eggs, yoghurt, and cheese fit into this category. There are some plant-based stars too: soy, quinoa, buckwheat, and hemp seeds all tick the complete box, but these also contain higher carbohydrates.
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Incomplete Proteins – These are missing one or more of the essential amino acids. Think beans, lentils, rice, nuts, seeds, and most vegetables. But here’s the good news: by combining these foods (like rice and beans, or hummus and wholegrain pitta), you can create a complete amino acid profile but how many of us really know how to do this to ensure we have the complete set?
If you follow a vegetarian or vegan lifestyle, getting to grips with this concept is key. It’s not about stressing over every bite but being mindful of variety in your meals. It’s like amino acid Tetris – slot the right pieces together, and your body will thank you.
So, What Does "High Protein" Actually Mean?
Food labelling laws in the UK (and EU) say a food can be classed as "high protein" if at least 20% of its energy comes from protein. That might sound helpful, but it doesn’t tell you how much protein is in the portion you’re actually eating. And here lies the problem.
Take a protein bar, for example. It might scream "20g protein!" on the wrapper. But if that bar also comes with 25g of sugar and a hefty calorie count, are you really getting a smart protein fix? And let’s go one step further – how much of that protein is in a usable, absorbable form? Our digestive systems are clever, but they’re not miracle workers – especially when faced with a bar packed with fillers and sweeteners.
Ultra-processed protein foods like bars, shakes, and "protein puddings" often contain isolated proteins (like soy protein isolate or whey concentrate), which can be absorbed, but not always efficiently – especially when mixed with gums, sweeteners, synthetic flavourings, and stabilisers. All those fillers can interfere with digestion and reduce how well your body can actually use the protein.
Plus, many of these products are designed to look like a nutritious option when really, they’re closer to confectionery in disguise. So, it’s not just about the number on the label – it’s about the quality and context of the protein you’re eating.
Let’s explore a few things to look for:
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Serving Size Shenanigans – Always double-check the portion size on the pack compared to what you’d actually eat.
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Protein Density – A better metric to watch is protein per 100g. You want high protein and low fluff – especially if you’re managing weight or muscle.
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Hidden Extras – Just because something contains added protein doesn’t mean it’s healthy. We are seeing a rise in manufacturers adding ‘protein’ to their labels, even confectionary. Remember, most snack bars and protein yoghurts are ultra-processed, loaded with artificial sweeteners, gums, or cheap oils. Your body deserves better. Real nourishment doesn’t come with a long list of ingredients you can’t pronounce.
Whole Food First, Always
If you’re aiming to meet your protein needs in a balanced, body-friendly way, whole foods are still the best for overall health. Eggs, meat, Greek yoghurt (not Greek style – which often contains thickeners and less protein), tofu, fish, seeds, nuts, and legumes – they all bring something to the table (literally). And they do more than just tick the protein box. They come packed with co-factors – vitamins, minerals, and healthy fats – that work in harmony to support digestion, hormones, energy, and immunity. Fortified protein drink? Not so much.
So next time you see that shiny "high protein" flash on the front of a packet, turn it over. Look at the back. What’s the actual protein content per 100g? How much are you really eating? Then take a glance at the ingredients. How much of this do you recognise as real food? Because the more you know, the more power you have to fuel your body well. And honestly, that’s the kind of label empowerment we love to see
If this has got you side-eyeing your snack bars, just wait until Part 3 – we’re getting into the nitty-gritty of daily protein targets, sneaky shortfalls, and how to fill your plate with foods that truly deliver
We’ll break down how much protein you actually need, why most of us are nowhere near hitting it, and what easy swaps you can make to up your intake without becoming a bodybuilder or eating eggs at every meal.
Spoiler alert: It’s easier than you think.
By Sarah Flower, Nutritionist.
