Nebraska Dietitian Calls Out $13 ‘Protein Pasta Sauce,’ Says Gym Culture Has Gone Too Far
OMAHA, Neb. — A registered dietitian from Nebraska is calling out what she describes as the “protein-ification of everything” after discovering a pasta sauce with a whopping 80 grams of protein — and a $13 price tag.
The viral moment began when Hannah (@powerattheplate), a dietitian and wellness creator, shared a TikTok from her local grocery store shelf showing a jar of Sturdy Sauce, a protein-fortified pasta sauce marketed as a high-protein meal alternative.
Her text overlay read: “Can we please stop protein-ifying everything.”
The video — which now has over 337,000 views — shows Hannah visibly stunned as she turns the camera toward the jar labeled “80 grams of protein per jar.”
“Pasta sauce does not need 80 grams of protein,” she wrote in the caption, blaming what she called the gym community’s obsession with adding protein to foods that don’t need it.
The Sauce That Sparked Debate
According to Sturdy Sauce’s website, each jar contains 80 grams of protein, roughly the equivalent of eating three chicken breasts or 13 eggs.
The company achieves this by adding whey protein and bone broth isolate to the tomato base — ingredients not typically found in a standard pasta sauce.
At $13 per jar, Sturdy Sauce costs nearly twice as much as premium brands like Rao’s ($7–$10) and almost four times the price of Prego or Ragu ($3–$5).
“I just wanted dinner, not a post-workout shake,” Hannah joked in a follow-up comment.
Protein in Everything — A Growing Food Trend
The dietitian’s video sparked a larger conversation about how the fitness and health industry has turned protein into a marketing obsession.
In recent years, grocery shelves have been flooded with protein-enhanced versions of ordinary foods — including cereal, chips, pancake mix, ice cream, and even coffee.
@powerattheplate Pasta sauce does not need 80 grams of protein
From protein lattes at Starbucks to protein water and candy bars, brands have embraced the idea that more protein automatically means better nutrition.
“Used to be low-fat, then low-carb — now it’s high-protein,” one commenter wrote. “People don’t grasp the idea of a balanced diet, so we just swing from one extreme to another.”
According to a report from CNBC, companies like General Mills, PepsiCo, and Kraft Heinz are cashing in on the trend, reformulating classic products to include added protein. The global protein food market is now worth billions — and growing.
The Science Behind the Trend
While protein is an essential nutrient for muscle building and recovery, experts say the “more is better” mentality isn’t always beneficial.
The average adult already consumes more than enough protein for daily needs, and excessive intake from processed sources can lead to digestive issues or nutrient imbalance.
“Americans are obsessed with protein right now,” said a nutrition researcher in an NPR report. “But what’s missing in many diets isn’t protein — it’s fiber, vitamins, and variety.”
That sentiment was echoed in Hannah’s comments section, where one viewer wrote, “We need fiber, not more protein powder in everything.”
Mixed Reactions from Viewers
Not everyone agreed with Hannah’s critique. Some commenters supported the high-protein innovation, saying it helps them meet their goals without expensive meats or supplements.
“No, I actually like this,” one user wrote. “I can get more protein without gorging on meat that’s so expensive right now.”
Still, many others said the marketing was excessive — and confusing.
“Just buy normal sauce,” another viewer commented. “Add meat or beans if you want protein — don’t pay $13 for tomato whey.”
A Trend That Won’t Slow Down
Even with the criticism, the protein craze shows no signs of stopping. Food giants continue to roll out new “protein-packed” items, while influencers and fitness coaches encourage audiences to prioritize protein above all else.
For Hannah, however, the issue isn’t about demonizing protein — it’s about restoring perspective.
“We’ve taken a good thing and gone overboard,” she said in a follow-up post. “Not every food needs to be a workout supplement. Some things can just be food.”
Would you pay $13 for a high-protein pasta sauce — or stick with the classics? Share your thoughts and join the conversation now at NapervilleLocal.com.
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