Why is protein boosted food so popular right now?

I work in the food industry, and the rise of protein boosted everything over the last few years is crazy!

Why? Why do do many people think they need more protein? I've just seen a protein boosted Snickers! Why? What's the point?

No one in the UK is struggling to get enough protein. And if you do want more protein in your diet there are far better ways of getting it than by eating ultra processed food!