Protein hype: shoppers flushing money down the toilet, say experts

Consumers fuelling demand for high-protein products unlikely to see any benefits as people already eat more protein than they need, say dietitians

The UK's rocketing demand for high-protein products is being fuelled by consumers buying foods unlikely to deliver the benefits they are seeking, experts have said.

Weetabix, Shreddies, Mars, Snickers and Batchelors Cup a Soup were among the brands that launched enhanced protein versions this year as the trend hit the mainstream.