Protein seems to be the target of the latest health and wellness trend on social media. TikTok has recently been flooded with videos showing a surprising take on a traditional dairy dish.
New Protein Boost Trend
Hundreds of videos are shown when searching for "baked cottage cheese" on TikTok, with the latest food trend gaining massive popularity. People spread a layer of cottage cheese onto a baking sheet and pop it in the oven. Their goal is to turn cottage cheese into crispy, high-protein snacks, a hack that is even showcased as a low-carb bread substitute by famous influencers.
A lot of TikTokers have been trying out this versatile food hack. This includes Australia-based Victoria Minell, who has more than 1.2 million followers. Minell gained over eleven million views on her how-to video, where she showed how to bake the cottage cheese until crisp. According to Minell, the new dish is super versatile, has low carbohydrate content, is high in protein, and is a good gluten-free option.
Another influencer who tried this trend was Ashley McCrary, who is also known by her username Healthy Little. With more than 760,000 Instagram followers, she showed her dish with around 37 grams of protein per serving.
McCrary's recipe includes garlic powder, eggs, Italian spice, and onion powder. The ingredients were mixed and then baked at 350 degrees Fahrenheit (177 degrees Celsius) for 40 minutes. This recipe acts as an alternative to pizza crust or wrap, and the video gained more than 2.5 million views.
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Warnings From the Experts
While the trend has become popular among social media users, some experts call for caution. For instance, registered dietician nutritionist Tanya Freirich has pointed out that despite the high protein content of baked cottage cheese, it lacks the whole grain and fiber that are normally found in whole grain bread.
Freirich emphasized that carbohydrates are an important component of a balanced diet. According to her, recipes like those of baked cottage cheese could lead to potential overconsumption of protein and a deficiency in other nutrients. She also warned against its high sodium content, and reminded people with lactose intolerance to stay clear.
Despite the downsides of the new food hack, the trend immediately gained momentum on social media platforms. The trend has also significantly increased the sales of cottage cheese, a reflection of the powerful influence of TikTok as a social networking platform.
According to reports from Chicago-based market firm Circana, their sales reached a staggering $1.33 billion, a stark 16% increase from last year. Another private label company known as Good Culture, saw an increase in their sales by 87%.
Social media has mixed reactions towards the baked cottage cheese trend. Although some people have dubbed it as a "game changer," skeptics have rejected it. Still, it cannot be denied that TikTok indeed has a massive influence over consumer tastes and in the food industry at large.
As more and more food trends continue to appear, it is still wise to check in with a certified dietician. This ensures that a person's dietary choices work towards achieving their health goals.
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