In a bizarre twist, protein shakes have gone from a humble 'meaty sludge' to a multi-billion-dollar industry. The latest entrant in this luxury market is Hermosa, a high-end brand that's partnered with Michelin-starred chef Miller Prada to create a bespoke shake experience.
At £11 per cup, the Hermosa shake is certainly not cheap. But it's the packaging and presentation that sets it apart - think saffron foam, blue spirulina, and a side of coffee-scented liquid to enhance the 'mood-enhancing' experience. It all feels like a culinary experience more akin to fine dining than a post-workout protein boost.
Erika Tamayo, Hermosa's founder, claims that her product is "a statement" in the world of health and wellness. And it seems she's not alone - a new wave of luxury protein brands are hitting the market, all touting their own unique selling points and high-end ingredients.
From Erewhon's viral smoothies to Soho House's colorful protein-based drinks, the trend is clear: people are willing to pay top dollar for a taste of luxury in a bottle. And it's not just about the taste - it's about the experience. Social media influencers are raving about these products, and the resulting demand has seen sales skyrocket.
But as with any industry, there are concerns that things may be getting out of hand. Dr Hannah Cutting-Jones, a food historian, warns that protein obsession can tip into an unhealthy fixation on tracking every calorie and macronutrient intake. "We shouldn't replace all the other facets of what food is by counting our every calorie and macronutrient intake," she says.
The UK government has its own take on this issue - with a recommended daily intake of 55g for men and 45g for women, compared to 1.2g per kilogram of body weight for active individuals. But it seems many people are ignoring these guidelines in favor of the latest protein-fueled trend.
As the industry continues to boom, one thing is certain: the humble protein shake has come a long way from its meaty roots.
At £11 per cup, the Hermosa shake is certainly not cheap. But it's the packaging and presentation that sets it apart - think saffron foam, blue spirulina, and a side of coffee-scented liquid to enhance the 'mood-enhancing' experience. It all feels like a culinary experience more akin to fine dining than a post-workout protein boost.
Erika Tamayo, Hermosa's founder, claims that her product is "a statement" in the world of health and wellness. And it seems she's not alone - a new wave of luxury protein brands are hitting the market, all touting their own unique selling points and high-end ingredients.
From Erewhon's viral smoothies to Soho House's colorful protein-based drinks, the trend is clear: people are willing to pay top dollar for a taste of luxury in a bottle. And it's not just about the taste - it's about the experience. Social media influencers are raving about these products, and the resulting demand has seen sales skyrocket.
But as with any industry, there are concerns that things may be getting out of hand. Dr Hannah Cutting-Jones, a food historian, warns that protein obsession can tip into an unhealthy fixation on tracking every calorie and macronutrient intake. "We shouldn't replace all the other facets of what food is by counting our every calorie and macronutrient intake," she says.
The UK government has its own take on this issue - with a recommended daily intake of 55g for men and 45g for women, compared to 1.2g per kilogram of body weight for active individuals. But it seems many people are ignoring these guidelines in favor of the latest protein-fueled trend.
As the industry continues to boom, one thing is certain: the humble protein shake has come a long way from its meaty roots.
this whole luxury protein thing is just another example of how capitalism can take something as basic as a protein shake and turn it into a multi-billion-dollar industry 
... I mean, who needs to pay £11 for a cup of protein when you've got regular ol' OJ and peanut butter for like, 50p 
? And what's with the saffron foam and coffee-scented liquid? Is this really about health or wellness, or is it just another way to make us feel like we're treating ourselves to something fancy 
... I'm not saying we should be tracking every calorie intake, but maybe we can find a balance between indulging in these luxury proteins and actually listening to our bodies' needs 
... the UK gov's guidelines are spot on, imo - let's focus on getting people to eat more whole foods rather than relying on fancy supplements 
... maybe this trend will just fuel that obsession even more?