Flesh-formers or fads? Historicizing the contemporary protein-enhanced food trend

This paper explores the historical development of protein-enhanced foods in Great Britain and how they were marketed by food manufacturers to convince consumers that protein was essential maintaining a healthy lifestyle. It focuses particularly on Plasmon Emprote – two biggest brands early twentieth century uses multimodal critical discourse analysis identify semiotic resources are used embed products scientific rationality, promote health discourses develop concepts masculinity accordance with strands physical culture movement. argues that, just as today, capitalized upon growing middle-class interest functional presented an “elixir” should take safeguard their health, families state nation. Overall, this study demonstrates even today’s strict legislation packaging advertising, still use similar techniques sell products. In gaining better understanding we can assess legitimacy current regulations ensure people make informed choices when shopping.