I bought some pork scratchings the other day, and the packet said it was ‘high in protein’. Gruntled, the brand, is distributed by the Keto Shop and is now being marketed as some type of health food. I had to laugh. Wolfing down a packet of pork scratchings in the pub is now part of the latest health kick?
Demand for protein is being driven by health-conscious middle classes, including Gen Zers. According to one national poll, nearly half of adults in the UK have increased their protein intake in the past year, including a whopping two-thirds of those aged 16-to-34-year-olds. This is boosting demand for chicken breasts, lentils and – I can hardly believe I’m writing this sentence – cottage cheese.
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