A TikTok creator has questioned the marketing of a new “high-protein” cheese product after comparing its nutritional content to versions already on supermarket shelves. The video, posted by a user named TheBaldestBitch, shows the product sitting directly next to original and light Babybel cheeses.
In the clip, the creator holds up a package of “Babybel Protein,” which is black with a white lightning bolt symbol. He points to the label, which states it contains “26g PROTEIN per 100g” and “5.2g PROTEIN PER PORTION.” He then asks viewers if they want to see “a perfect example of how ridiculous the food and fitness industry has got.”
The creator notes the new product is sold alongside the original red Babybels and blue Babybel Lights. He suggests the marketing, which calls it “the perfect pre or post workout snack because it’s naturally high in protein,” implies a significant difference. “Protein pandemic. Gains, gains, gains,” he added sarcastically.
Nutritional comparison shows minimal protein difference
The video then displays a nutritional comparison table for the three Babybel products. The creator analyzes the data on screen, pointing out specific figures. He states that the Babybel Protein boasts “5.2 grams of protein per item,” which he says is “only 0.8 grams more than an original, so negligible.”
He further emphasizes the small margin with the light version. “It is 0.2 grams of protein more than a light. 0.2 grams. A fifth of a gram more protein than the one that’s already on the market,” he says in the video.
The creator dismisses the packaging changes, stating, “You can turn it black, you can add a lightning symbol all you want, that is bollocks.” He continues to review other nutritional aspects, noting that the calorie difference is also negligible, with the Light version having fewer calories. He observes that fat and saturated fat differences are minimal, and that the carbs are the same.
He also points out that the salt difference is negligible. “And, and this will shock you, the calcium is also the same,” he says in the clip. The video then returns to a shot of the Babybel Protein marketing page.
The creator concludes his point by saying he doesn’t care what mini cheeses people eat. He reiterates his main argument: “the protein pandemic has got us in a chokehold, and I think we all need to calm down. Writing protein on a packet doesn’t make something more or less healthy than the thing sat next to it. So just like, you know, pick it up, have a look at the labels.” The urge to highlight protein content on packaging extends to other fast-food items, as a Texas woman recently discovered P Terry’s crispy chicken bites contain 42 grams of protein.
The video’s public caption reads, “The food marketing people need to calm down #protein #food.” The clip has sparked discussion in the comments section, with users sharing their own takes on the product’s branding. One comment read, “it’s the pink tax for gym bros,” while another joked, “Black label for BIG STRONG MANLY MEN 😂.”
Other comments included, “Fibre needs proteins PR team,” and “I’m glad gym bros are getting their own version of Bic for Girls.” Another user asked, “Has pink tax… reversed?” A separate comment simply stated, “Let me introduce you to the PROTIEN PAN.”
