#driedcow

As fate would have it, I returned to Whole Foods on a protein-oriented mission once more. Quick refresher, the Whole Foods I visited is the Foggy Bottom Whole Foods on the campus of George Washington University, known for its many registers and lack of cashiers.

At around 8:00pm on a Tuesday night, honestly, the place is poppin’. People move around quickly, maybe trying to grab stuff for dinner or breakfast tomorrow morning. The produce department is so picked over, there are entire shelves exposed with only the rejects-- the veggies and fruits most wilted and small-- are left behind. 

Actually, good thing it was! The sparse banana, um... wall?... attracted my eye to a large protein display! Which led to another great discovery of another protein display which led to ANOTHER discovery of a wall of hanging bagged protein powders, specifically labeled “smoothie mix”. The prices were no different from the ones on the wall; however, it is clear they are trying to upsell the protein mixes as smoothie additives since they are by teh fruits and leafy greens.

Once more in the back of the store, by the supplements, vitamins and beauty section, the protein powder still occupies an entire wall. It appears they have gotten in a few new products in. There are large bags of protein, instead of just tubs. There is a clearer distinction between the powders mroe oriented for nutrition, than those which appear to be marketed more towards people seeking a sports nutrition. 

The sports/workout-oriented powders closer mimic labels to the more conventional protein powders with black tubs and less natural blues and greens. The natural and plant-based protein powders all have plants, leaves and other ‘natural’ motifs (which I see on labels of most natural brands). 

One new addition I did find particularly interesting was the protein powder marketed for “kidz”. Unlike the others, it had fun little cartoons of people with sunglasses. The flavor was”extreme chocolate,” wit instructions on the front saying “One scoop. Superhero.” I dunno what all the other labels are doing wrong, but this one really sold me... Until I turned it over and saw that sugar was the second ingredient. If you have a picky eater, I can understand reaching for a protein supplement that also boasts probiotics and greens, though. 

In comparison (kidz nutrition label compared to adults in upper photo), a peanut-butter flavored protein powder for adults was sweetened with stevia. This makes me wonder if there’s a nutritional difference that we should be concerned about? But also, maybe drinking protein which has been abstracted should also raise some concerns? 

Standing by the powders, I did see one younger woman buy a bag of chocolate protein powder smoothie mix from the wall. An older, maybe middle-aged man was standing in front of the powder for a long time but he eventually left, no protein in hand. I did not not witness anyone purchase protein powder from the produce area.