First it was protein, now it is fibre: the “maxxing” mindset has permeated social media, as wellness influencers insist that loading up on certain nutrients is the key to vitality and a life-changing gut glow-up.
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First it was protein, now it is fibre: the “maxxing” mindset has permeated social media, as wellness influencers insist that loading up on certain nutrients is the key to vitality and a life-changing gut glow-up.
These viral diet trends rooted in extreme optimisation are affecting how people eat and what companies sell – but are they actually healthy?

Brands have taken note. If you can buy it, there is probably a protein-boosted version of it – even the sugariest cereals are touting their high protein content. Meanwhile, companies like PepsiCo and Nestlé, along with newer firms like soft drink maker Olipop, are highlighting the fibre content in their prebiotic sodas or chips.