High protein [insert foodstuff] is the fortified with vitamins and minerals of our era. Vitamins and minerals were a one-hit wonder. Carbs used to be cool, with their wholemeal goodness and slow-release energy. Fats had their five minutes of fame, ushering us back to our hunter-gatherer roots. Now it’s protein this, protein that, because nobody hunts any more, the average calorie is empty, and abstract protein is the only guilt-free macro left.