Protein has exploded in the past few years, but has it reached its peak? In this opinion piece, Ando Ahnan-Winarno (aka The Protein Doctor), food scientist and co-founder of tempeh brand Better Nature, takes a closer look at the problem with protein. He explains why not all protein is created equal, and reveals why he believes ‘better proteins’ are the future.

Protein has never been more popular, or more misunderstood.

Scroll social media, walk down a supermarket aisle, or glance at a gym smoothie menu and you’ll see it everywhere: high-protein, extra protein, added protein, protein-packed. It’s become a badge of honour. A shorthand for health. A magic word to reassure us we’re ‘doing food right.’

But here’s the problem: as brands and manufacturers in the food industry, we’ve turned protein into a numbers game and in doing so, we’ve lost sight of what better protein actually means.

As a food scientist, I spend my days trawling through new protein research. As a consumer, I also see just how confusing the protein conversation has become. More grams. Less context. Louder claims. And very little discussion about quality, digestibility, what protein actually does inside the body and the importance of other nutrients that come with it.

The issue isn’t that protein is bad, it’s that the obsession with more distracts from asking for better. Better for overall, long-term health. Better for digestion. Better for the planet. Better for sustainable eating habits.

Not all protein is created equal

Protein is essential. It helps build muscle, supports immunity, regulates hormones, and keeps us feeling full. But the bit we rarely talk about? Protein quality matters.

What makes a protein better isn’t just how much is listed on the pack. It’s about the amino acid profile (does it contain all the essential amino acids the body can’t make on its own?) digestibility (how easily the body can break it down and absorb it) and what comes with it (fibre, gut health benefits, antioxidants and polyphenols, or on the flip side, excess saturated fat, sodium, carcinogens and additives).

Many ultra-processed high-protein foods tick one box while quietly failing the others. Consumers might hit their protein target, but their gut, metabolism and long-term health won’t necessarily thank them for it.

As an industry, we’ve also made protein feel intimidating. Animal-based proteins are framed as the gold standard, whilst plant-based proteins are often positioned as incomplete, inferior or only for vegans. This narrative is outdated and scientifically inaccurate.

The truth is, some of the many exciting developments in protein science are happening in plants, especially when we look beyond isolated powders and toward whole, fermented foods.

Better protein: The fermentation upgrade

Tempeh isn’t new. It’s been a staple in Indonesian diets for centuries. But nutritionally speaking, it’s way ahead of its time.

Tempeh is made by fermenting whole soybeans, and that fermentation process is a game-changer. It improves protein digestibility, increases antioxidant bioavailability,  reduces anti-nutrients and increases gut-health-promoting benefits. In short, fermentation can make better protein.

Tempeh delivers complete protein and fibre, something most animal proteins simply can’t offer. It supports muscle health and gut health at the same time. That’s what better protein looks like: multifunctional, efficient and aligned with how bodies work comprehensively.

The future of protein isn’t louder, it’s smarter

Consumers don’t need more added protein products on the supermarket shelves. They need clearer conversations about which proteins serve them best, nutritionally, environmentally and culturally.

Better protein isn’t about restriction or perfection. It’s about upgrading what we already eat. Giving chicken the night off. Swapping one meal a week. Choosing foods that work harder for our overall health without demanding we overhaul our lives.

Plant-based proteins like tempeh aren’t the future because they’re trendy or ethical (though they can be both). They’re the future because the science stacks up. They’re efficient, resilient, gut-friendly and genuinely health-promoting.

As brands and manufacturers in the food industry, it’s time we stop focusing mainly on how much protein is going into products and start focusing on the wider health picture. 

That’s how we help consumers cut through the confusion and make protein make sense.