Archive · 14 Sep 2025
Protein Claims: Understanding Food Labeling and Value
Have you noticed food packages with big "protein" claims?
Companies use this to grab your attention, but the rules are tricky.
"Protein" means at least 5g, and "high protein" means at least 10g.
"Increased protein" means it has 25% more than usual.
Black packaging often highlights protein products.
Sometimes, foods with a good "protein" label can make us think it's super healthy.
But always check the price and compare it with fresh foods, which are often a better and cheaper choice for getting protein like chicken, beans, or oats.
Food labels use "protein", "high protein", or "increased protein" to market products.
Protein product in Australia and New Zealand must have at least 5 grams of protein per serving.
"High protein" is often used and means a "good source" which has at least 10 grams of protein per serving.
"Increased protein" means the product has 25% more protein than its standard version.
Fresh foods are often more economical and nutritious than processed protein products.
- Who
- Food and nutrition scientist, Emma Beckett.
- What
- An article about how food companies market products based on protein claims.
- When
- N/A
- Where
- Australia and New Zealand
- Why
- To inform consumers about food labeling and help them make informed choices about protein sources.
Consumers
Food Marketers
Focus
Consumers
Prioritize Nutritional value and value for money.
Food Marketers
Prioritize marketing and profit.
- Protein Source
- Must contain at least 5g of protein per serving.
- High Protein
- Must contain at least 10g of protein per serving.
- Increased Protein
- At least 25% more protein than the standard version.
- Economical Protein
- Chicken, peanuts, oats and legumes
- Expensive Protein
- Protein bars
- Black Packaging
- Often used for protein-containing products, implies high-quality.