Instead of going “low carb” which people associate with rapid weight loss, she says, “our language has shifted to eating ‘high protein’ which people associate with building muscle.” Despite this, high protein content online is still extremely diet culture-coded as it encourages extreme weight loss for women and extreme muscle definition for men. Now, a flip of perspective and a new turn of phrase is giving an old diet craze a new life in 2023. In public spaces, “it's considered fundamentally uncool to care about how much you weigh, but the pressure to be thin hasn’t disappeared,” she explains. Turner says “high protein” has become the new trendy buzzword to replace “low carb”. “I was putting collagen bone broth powder into actual bone broth and, at that point, you have to step back and tell yourself to get a grip.” From creators promoting the “lions diet” (where you eat nothing but beef, salt, and water) to eating dog food for extra protein, “meat-based” or “animal-based” diets are making their way from the gym-focused corners of the internet into the mainstream wellness world (after all, Kourtney Kardashian is promoting bone broth and Heidi Montag snacks on raw liver and bison hearts). Watching too many cottage cheese TikTok recipes can soon lead you into the dark world of animal-based diet “What I Eat In A Day” videos. While Turner may have found protein powder in bone broth to be her final straw, other content creators online are only upping the ante. “If you have a history of disordered eating, focusing all your energy on eating high protein is like teetering on the edge of a cliff.” Turner says she now focuses on having protein in each meal, rather than aspiring for any daily high-protein goal. “I was putting collagen bone broth powder into actual bone broth and, at that point, you have to step back and tell yourself to get a grip,” she says. Tamika Turner, a 30-year-old content creator in Brooklyn, New York, says she’s recently found herself “caught up in the buzz” when it comes to protein-promoting content online. While it’s true that the food is packed with protein, the return of the cottage cheese craze ( it previously took off as a diet food in the 1950s) is indicative of a larger shift in wellness content online- towards protein-obsessed and “animal-based” eating plans. From cottage cheese vodka pasta to cottage cheese ice cream, many creators on TikTok swear by adding cottage cheese to any dish to turn it into a high-protein meal. Over the past year, the internet seems to have become fixated on a singular ingredient: cottage cheese.
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