Protein has become one of the most powerful forces shaping today’s food industry. From breakfast cereals to ready meals and snack bars, products across categories now compete to deliver higher protein claims. For consumers interested in fitness, satiety and general health, this trend is understandable.
However, in our rush to deliver more protein, we risk losing sight of a fundamental question: what kind of protein are we actually promoting?
If the food sector is serious about supporting long-term public health and environmental sustainability, the conversation must move beyond simply increasing protein intake. Instead, we need to focus on better protein - protein that supports whole-body health, comes from nutrient-dense foods, and can be produced sustainably.
The problem with the protein race
Over the past decade, protein has evolved from a key macronutrient into a marketing headline. Consumers are encouraged to maximise their protein intake, often without sufficient context about where that protein comes from or what accompanies it nutritionally.
Many high-protein foods on the market today are highly processed. Others come from sources that, when consumed in excess, may carry broader health concerns, such as high levels of saturated fat or compounds associated with long-term disease risk.
At the same time, diets in many Western countries remain deficient in nutrients that are equally critical for health, including fibre and antioxidants like polyphenols. These nutrients play a vital role in gut health, metabolic function and disease prevention, yet they are often missing from the high-protein foods dominating the supermarket shelves.
In other words, the protein conversation has become too narrow.
Moving from more protein to better protein
As a food scientist, I often encourage people to think about protein as part of a wider nutritional ecosystem. The goal should not be to consume as much protein as possible, but to source protein from foods that contribute to overall health.
Better proteins are those that deliver essential amino acids, whilst also bringing additional nutritional benefits. Ideally, they are packed with fibre, vitamins, minerals, and antioxidants that support gut health and long-term wellbeing. This perspective also aligns with what we know about dietary patterns linked to longevity and reduced chronic disease risk.
For food manufacturers, this shift in thinking has important implications. Rather than focusing solely on protein enrichment, there is an opportunity to develop products that deliver balanced nutrition in a more holistic way.
Focus on fibre: Why quality matters
From a biochemical perspective, proteins differ in amino acid composition, digestibility and bioavailability. But nutritional value extends beyond amino acids alone.
A protein source that is embedded within a whole food matrix, containing fibre, complex carbohydrates, micronutrients, and antioxidants, will promote health differently in the body compared with a refined protein powder added to a processed product, for example.
This distinction matters for metabolic health, satiety and gut microbiome function. Fibre and polyphenols, for example, play a crucial role in nourishing beneficial gut bacteria, which in turn influence many health aspects from immune function to mental health.
When protein is consumed as part of whole, nutrient-rich foods, it contributes to a more balanced dietary pattern. When it is isolated and stripped from its natural context, those wider benefits are often lost.
Defining ‘better protein’
At Better Nature, we talk about better proteins as those that support three core outcomes.
First, they must be nutritionally wholesome within the context of the whole diet, providing high-quality protein alongside other beneficial nutrients, mainly fibre and antioxidants.
Second, they should not be ultra-processed, since interlinked nutrients in whole foods can work synergistically in promoting health.
Third, they should be sustainable, requiring fewer natural resources and generating a smaller environmental footprint than conventional protein sources.
In short, better proteins work for both human health and planetary health.
One food that embodies this is tempeh.
Originating in Indonesia, tempeh is produced by fermenting whole soybeans. Fermentation improves protein digestibility, enhances the availability of vitamins, minerals, and antioxidants, and creates a product rich in fibre and beneficial compounds.
From an environmental perspective, tempeh also performs strongly. Soybeans require far less land and water than most animal protein sources, and the fermentation process itself is relatively low-impact.
Perhaps most importantly, tempeh delivers something many alternative proteins still struggle with: simplicity. It is made from recognisable ingredients, using a natural process that has been refined over generations.
For manufacturers, this simplicity presents an opportunity. As consumers increasingly look for foods that are both nutritious and minimally processed, tempeh offers a compelling model of what better protein can look like in practice.
Practical solutions for the protein transition
Ultimately, improving the protein landscape is not just about ingredients, it is about empowering people to build balanced diets.
That means helping consumers understand how to incorporate a variety of protein sources into everyday meals. It means promoting foods that combine protein with other health-promoting compounds like fibre and antioxidants, rather than isolating protein as a single metric.
For the food industry, this could involve developing more products centred around whole ingredients, highlighting gut-friendly benefits, and making protein-rich foods that are both nutritious and easy to cook with.
The aim should be to make it simpler for people to prepare meals that are protein-rich, fibre-rich and genuinely satisfying.
Protein: the next chapter
Protein will remain a central theme in food innovation for years to come. New technologies, from fermentation to alternative crops, will undoubtedly expand the range of options available.
But as the sector evolves, one principle should guide its direction: protein innovation must support holistic health.
Consumers do not simply need more protein. They need protein that contributes to balanced diets, supports long-term health, and fits within sustainable food systems.
In other words, the future of protein is not about chasing ever higher numbers on the nutrition label. It is about ensuring the protein we produce, and the foods we build around it, are truly better.
About the author
Dr Ando Ahnan-Winarno (aka The Protein Doctor) is a world-leading food scientist, protein expert, and COO at tempeh brand, Better Nature.
