What Happens When Protein Shakes Leave the Gym?

I recently found myself in the popular food chain store, Tossed. Instead of being greeted by a smiling member of staff behind the till I was prompted to make my order on an Ipad. My order was completely bespoke and not to mention, the food on the food on the menu was healthy and protein based. It got me thinking about the large number of health and fitness lead cafes popping up across London. 

It’ll be no surprise to anyone when I say that today, fitness may be more prominent in our minds than ever before. With the market being more easily proliferated by social media influencers launching start-ups and smaller brands getting a foothold, there are now more products than ever available to the health conscious among us. 

One new such trend is fitness food cafés. These cafes have menus that are filled with a range of fitness-friendly foods, often loaded with protein. Perfect for those who are keeping track of their macros and have nutrition plans in place, but for those who aren’t as in the know, could these fitness cafes actually be detrimental?

Fitness cafés in London

Protein Haus

One of the most popular fitness cafes in London, with 5 locations around the city, is Protein Haus. Their no-nonsense approach to food and labelling has drawn them quite an audience. With a large range of protein shakes, diet meals and even protein cakes available, there is plenty on offer here.

Crussh

Crussh is another ‘fit food’ café with locations across the city that offer delivery, making it an easy option for people looking for a healthy meal. Although their menu isn’t laden with protein-jacked meals, they do offer a range of protein shakes and high-protein foods.

The Truth Behind Too Much Protein

Many people view healthy eating as a limitless tool for weight loss and fitness, however, there truly can be too much of a good thing – especially when it comes to protein. Although protein helps to build and repair muscle and produce enzymes and hormones, too much can cause other parts of the body to need to work harder, having a negative effect on weight loss and fitness. This happens as excess protein gets stored as fat as opposed to being processed by the body.

So, I wonder, when these protein-laden cafés pop up around London and further afield, are people ordering from there under the guise it’s healthy food but not understanding that what they are eating may actually be detrimental to their health?

On a broader scale, we can see evidence that the average consumer overindulges in protein. The Guardian reported on a 2018 study by the University of Eastern Finland that tracked over 2,400 middle-aged people over the course of 22 years. The study discovered that “a high-protein diet resulted in a 49% greater risk of heart failure.”

The Guardian goes on to say that “people who consume large amounts of protein, especially in the form of red and processed meat, are more likely to be obese or develop type 2 diabetes, cardiovascular disease and colon cancer.”

And, from where I stand, it’s not that these fitness food cafés and brands are lying to their consumers, it’s that they are not doing enough to educate them. I will always be a firm advocate in choice, after all, that’s why I started Kolibri. However, with choice, we must also provide information. I’ve previously written about whether restaurants need to offer more transparency regarding the calories within their meals and to me, this is the same thing, only on the other end of the scale.

Do restaurants and cafes have an obligation to educate its consumers?

I believe that in short, yes, there is a degree of responsibility from the establishment there. But I think the real question is: how far should we expect restaurants and cafés to go to educate their customers? Do restaurants have an obligation to act within the best interest of their consumers? Even if that is against business interest? 

Of course, when it comes to unhealthy meals there should be transparency - most people are agreed on that. But when it comes to ‘healthy’ meals, should restaurants be doing more to warn of the risk of eating a diet that is only suitable for a particular lifestyle?

An interesting thing I often wonder when walking past these fitness cafés is whether people will be more inclined to hit the gym or dust off the running shoes when one pops up near them? After all, when healthy food options, especially for those on a tight schedule, become easily available, could it motivate them to improve their fitness?

Equally, are people with no interest in fitness at all stepping foot inside these stores, or is it only the informed that they cater to?

From where I stand, these are a fantastic new venture and this personalisation is something I hope we see more from restaurants and cafés. Although the brands may focus on high protein products, it’s also easy to get a range of sugar-free drinks and meals here, meals that fit dietary restrictions and more – adding more to the market than is what is already on offer. 

What I would like to see from these cafés is a sense of community. As well as just offering a fitness-friendly menu, these venues could become bases for those that are looking to improve their diets but don’t know where to start. They would be fantastic locations for guest speakers, one-on-one nutritionist events, books or guides to working out your required macros and more. 

This way, those who do wish to be educated are able to, and the establishments are not only serving up healthy food, they are also talking to their patrons about how to consume it healthily.