Uploaded August 2026 | Updated September 2026, 3 weeks ago

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What started as a niche market for bodybuilders has burst out of the gym and into mainstream households.

Alongside the traditional yoghurts and bars, supermarkets now stock an ever-growing range of protein-enhanced products, including pasta, bread, cereals and even protein-infused coffee.

So, what's going on, and where has this sudden passion for protein come from?

Video by Luke Radford for ABCNews Loop.

Note: In most cases, our captions are auto-generated.

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