Source: Fortune
Summary
A viral trend on social media is promoting a simple meal of ground beef and rice, dubbed “boy kibble,” as a reliable source of protein for gen Z men. Fitness influencers are cooking up the meal, which is seen as a cheap and low-calorie way to build muscle. However, dietitians are concerned that the trend is leaving out other nutrients, such as fiber, vitamin D, and calcium. The trend is part of a larger protein craze, with companies releasing protein-rich products and the Trump administration releasing new nutritional guidelines urging Americans to load up on protein.
Our Reading
The numbers tell one story.
Gen Z men are turning to “boy kibble” as a protein-rich meal, with some eating it up to seven times a week. Companies like Dunkin’ and Doritos are capitalizing on the demand with protein-rich products. However, dietitians like Abbey Sharp are warning that the trend is leaving out essential nutrients. The trend is also raising concerns about disordered eating patterns and risks.
Sharp’s observation that “this kind of moralizing of food” can lead to disordered eating patterns is telling. It’s a trend that’s not just about food, but about the cultural narrative around it.
Author: Evan Null
