This is a myth, says Bethan Crouse, a performance nutritionist from Loughborough University. She says that while the protein macromolecules – which are most abundant in meat, dairy and some legumes – are an important nutrient for repairing and maintaining muscle, the general population needs far less than is often made out by fitness influencers pushing high-protein recipes.

For the average person, the recommended daily allowance is 0.75g of protein for every kg of body weight. For a 65kg (143lb) person that might mean eating a chicken breast, 200g (7oz) of Greek yoghurt and an egg (57g of protein). That figure rises slightly if you work out. “The average couch-to-5K runner might need 1.2g per kg,” she says. If you are trying to build muscle then that could rise to 1.8-2.0g per kg.

On average, though, Crouse says UK protein intake appears to be more than sufficient for protein based on that 0.75g/kg advice. According to the National Diet and Nutrition Survey, on average, men eat 85g protein and women 67g protein each day.

Crouse says that while there is no harm in eating a lot of protein, focusing too much on that single macronutrient could mean you’re missing out on other important aspects of your diet, such as fibre, antioxidants, vitamins and trace minerals from fruit and veg. And while, as many weight loss coaches preach, protein keeps you fuller for longer, fibre and healthy fats are satiating too.

If you do want to increase your protein intake, she recommends eating wholefoods rather than processed snacks such as shakes, powders and bars. “We encourage frequent portions of protein across the day, not eating a massive portion before bed to hit your goal,” Crouse says. “Eating a protein and carbohydrate source within an hour of working out is good for muscle repair too. But you don’t need to be blending protein into coffee, as some influencers suggest.”

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