Updated Feb. 4, 2026, 3:31 p.m. ET
Robert F. Kennedy Jr. has proclaimed the cessation of the “war on protein.”
This announcement, shared via the White House’s X account on January 11, included a mysteriously lit portrait of Kennedy alongside a link to the federal government’s new Dietary Guidelines, which emphasize protein, dairy, and healthy fats.
“Today the lies end,” Kennedy stated on January 7. “Protein and healthy fats are vital, yet they were unjustly discouraged in previous dietary guidelines.”
However, food experts contest the existence of a war on protein. Protein intake in the United States is at an all-time high, with Americans consuming more protein than necessary.
According to Marion Nestle, a professor emerita of nutrition, food studies, and public health at New York University, “Protein has never been viewed negatively” in past guidelines.
“Prior dietary guidelines advised lean meats and low-fat dairy products; the new recommendations support full-fat options, signaling a shift towards more saturated fats,” she explains. Increased red meat and saturated fat consumption can lead to various health issues, such as an elevated risk of heart disease and cancer.
“MAHA addresses a real concern,” says Dr. Mark Chatarpal, a food anthropologist and the executive director of Hunter College’s NYC Food Policy Center. “Americans are generally less healthy than individuals in other affluent nations, and the rates of chronic diseases are on the rise.”
Kennedy’s narrative strikes a chord with many Americans concerned about the ingredients in their food. His campaign has resonated with those who feel ignored, disregarding his history of debunked conspiracy theories and lack of public health credentials.
“People feel let down by a system that dictates their diet yet results in rising health issues,” Chatarpal explains. “However, the notion of a war on protein doesn’t reflect the reality.”
Protein: A Dominant Trend in Macronutrients, Yet ‘More Is Not Always Better’
Protein additives are omnipresent—found in everything from coffee to lunches and even Dunkin’ refreshers. “We are currently preoccupied with this macronutrient,” states Amy Bentley, a historian and food studies professor at New York University. “It seems to shift from fiber to vitamins, and now protein is in the spotlight.”
Starbucks recently introduced a protein cold foam in collaboration with Khloe Kardashian in September 2025. Chipotle launched an entire “high-protein menu” in December, featuring a chicken cup containing 32 grams of protein. In January, Megan Thee Stallion introduced her alter ego, “Pro-Tina,” to promote Dunkin’s “protein milk.”
Yet, “more is not necessarily better,” cautions Dr. Priya Jaisinghani, an endocrinologist and obesity medicine specialist at NYU Langone. Excessive protein could expedite kidney function decline in those with chronic kidney diseases, she warns.
This Isn’t the First ‘War’ That RFK Jr. Claims to End
In addition to declaring an end to the “war on protein,” Kennedy has promised the cessation of the “war on saturated fats” and a declaration of a “war on added sugar.”
In a March 2025 statement, U.S. Secretary of Agriculture Brooke Rollins announced that the new guidelines would be “founded on sound science, not political motivations.” She stated, “The days of leftist ideologies dictating public policy are over.”
However, Nestle views the new dietary guidelines as a “political issue” and a clear rejection of a previous scientific committee report and the Biden administration’s recommendations.
“This is a political rallying cry,” Bentley asserts.
On January 14, President Donald Trump also enacted a “Whole Milk for Healthy Kids Act,” aligning with the dietary guidelines’ reintroduction of full-fat dairy as a healthy dietary choice.
This follows the revival of the iconic 1990s “Got Milk” campaign last year, which promotes the motto, “Real is back. Happiness is back.”
Milk sales had been in decline in California for 15 years prior to the California Milk Processor Board’s collaboration with an ad agency to initiate the original campaign. Likewise, since 2017, the U.S. has suffered a decline of more than 17% in family farms, as reported by the USDA.
Notably, four out of nine researchers contributing to the new dietary guidelines have connections to the National Cattlemen’s Beef Association and dairy organizations like the National Dairy Council.
Meat Consumption: Intertwined with Masculinity and ‘American Values’
Kennedy’s “war” language mirrors notions of masculinity, resilience, and the MAGA movement’s endorsement of traditional American values. MAGA desires a revival of “the good ol’ days,” positioning strong nuclear families as central and advocating for a campaign against “leftist ideologies.”
“The American promise embodies an abundance of food and resources,” Bentley articulates. Throughout American history, immigrants have sought refuge in the U.S. not only for freedoms but also for potential prosperity. Meat symbolizes “the good life, envisioning barbecues featuring steaks and hamburgers,” Bentley explains. Challenging or limiting consumption can seem like an attack on American identity. In a January 2025 interview with USA TODAY, Kennedy stated he adheres to the carnivore diet, consuming only meat and fermented foods.
“To many, the notion of reducing meat intake feels un-American,” she concludes. Bentley adds that historically, meat consumption is closely linked with masculinity, while vegetables and sweets are often viewed as feminine. Reflecting on humanity’s early roles, men typically hunted while women gathered.
A significant aspect of the MAHA movement also emphasizes muscle mass and external appearance, often highlighting Kennedy’s muscular physique. “Gym bros” commonly engage in high-protein diets for bulking purposes, and various news platforms have noted the apparent rightward shift in online fitness culture, prompting discussions across platforms like Reddit. When a video of New York City mayor and Democratic socialist Zohran Mamadani failing to bench press went viral, it attracted backlash from political adversaries.
Therapist Erik Anderson previously shared with USA TODAY, “Regrettably, a stereotype tends to arise, suggesting that progressive men lack strength. There’s a correlation between perceived virtue in one domain and virtue in another.”
Shifts in Dietary Patterns
With approximately 1 in 5 U.S. adults reporting current or past usage of GLP-1 drugs, our food consumption landscape is evolving. Reduced protein intake due to lower appetites among GLP-1 users could negatively affect muscle health.
“Food companies are scrambling to adapt,” Bentley comments, “which is why they’re introducing products with higher protein content.”
However, a demand for increased protein necessitates greater supply levels, leading Chatarpal to express “genuine concerns” regarding potential pressures on global supply chains, particularly in countries like Brazil grappling with deforestation and climate change challenges. In January 2025, U.S. monthly beef imports from Brazil surged to a record high of 197 million pounds.
Among the general American populace, registered dietitian Michelle Pillepich notes that most individuals do not adhere strictly to dietary guidelines or popular talking points. As a dietitian, she confirms there will be no significant changes to her client recommendations.
“We will continue to apply our established knowledge and remain attentive to emerging research, while always considering the individual needs of our clients,” Pillepich remarks.
Contributing: Charles Trepany
