I
can’t tell you the last time I sat at my kitchen table, looked down at my lunchbox and thought: “Ughhh, I wish my breasts were still sexy.” In fact, I’m pretty sure that I’ve never bemoaned the plumpness of the fillets in front of me. Nor have any others I’ve seen in the work canteen or at restaurants. That’s because chicken breasts (ha, gotcha) are food and, unlike my own, they are not supposed to be sexy.
Somebody should tell that to SousFeed, a new company I came across on my Instagram feed this week which sells ready-to-eat vacuum-packed chicken breasts and is on a mission to make them “sexy again”. God help us. SousFeed’s fillets, which can be ordered online and cost up to £7 a breast, come in flavours such as Mediterranean herbs and tomato bomb, contain 30g of protein and are sold in colourful cardboard boxes that look like mini cereal packets.
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It is the latest brand to feed Britain’s obsession with consuming more protein. Let’s call it protein propaganda. According to the brand Myprotein, the digital Valhalla for gym bros which sells protein powder and snacks, Brits spend approximately £15 a month on protein supplements. All this goes to explain why those attending the Barry’s cult exercise classes are willing to spend £10 on a new “Michelin star” protein shake. This month Barry’s partnered with the chef Miller Prada, who helped Humo restaurant in Mayfair secure its first star, to create a drink made with whey powder and topped, naturally, with saffron foam. Even my local Sainsbury’s has almost half an aisle dedicated to powders, conveniently around the corner from another section that sells protein cereals.
