Health
New 'clear protein' hack muscles in as latest trend in the battle of the bulge
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Protein is popping up in everything from popcorn and tortilla chips to coffee and ice cream, and now a new form is flexing for attention.
High-protein grocery items have surged in popularity over the past year, with shoppers seeking products that support muscle repair, immune function and metabolism. Long a staple in fitness circles, protein shakes — typically made from whey concentrate and coming in flavors like chocolate, vanilla and peanut butter — offer a creamy, milkshake-like way to pack in the nutrients.
Now muscling its way into the supplement spotlight is clear protein, which is made from whey protein isolate and comes in ready-to-drink bottles or powders that turn water into brightly colored, juice-like beverages.
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Searches for “clear protein” on The Vitamin Shoppe’s website were up 11% in July, according to the company, marking the seventh straight month it has been ranked as a top search term.
Some people prefer clear protein because it’s a lighter, refreshing alternative to creamy shakes. (iStock)
Ready-to-drink brands like Isopure Protein Water, Premier Protein Clear and Ryse already line store shelves, and flavored isolate powders from Alani Nu, Ghost and Transparent Labs offer mix options in lemonade, tropical punch and other fruit-forward varieties.
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“It addresses a gap in the market for consumers who want high protein without the heaviness,” registered dietitian-nutritionist Lauren Manaker recently told Vogue magazine. “It’s also visually appealing … and fits well with the push for lighter, on-the-go health products.”
Whey protein isolate tends to be lower in fat, carbohydrates, calories and lactose compared to concentrate, making it a strong option for those with digestive issues. It also boasts a higher concentration of protein by weight.
Yet both isolate and concentrate typically deliver 20 to 25 grams of protein per serving, according to Lena Beal, a cardiovascular dietitian and spokesperson for the Academy of Nutrition and Dietetics.
Whey isolate has more protein with less fat, carbs and lactose, while concentrate is creamier and less processed. (iStock)
Both forms are quickly absorbed compared to slower-digesting proteins like casein or plant-based blends, though some experts say isolate offers a slight edge in post-workout absorption due to its purity.
“Clear protein isn’t necessarily healthier by default,” Beal told Today.com. “It’s the same protein just in a lighter format.”
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And the product itself isn’t new, she said. Isolate-based clear protein has been used in hospitals for years, especially to help patients meet their nutritional needs when food intake is limited.
Despite the trend, experts warn that clear protein often contains added artificial flavorings and sweeteners, since it lacks the fats and sugars that help flavor traditional powders. It can also be more expensive.
Protein shakes can play a big role in recovery and muscle building after a workout. (iStock)
“Until we have more data to prove otherwise, neither is inherently better,” Manaker said. “It’s all about what fits your goals and lifestyle.”
The recommended dietary allowance for protein is 0.8 grams per kilogram of body weight for healthy adults. Many experts, however, recommend more for athletes, older adults and pregnant or breastfeeding women.
Because both provide essential amino acids, Manaker said they can be great options for those looking to increase their protein intake.
“It’s all about what fits your goals and lifestyle,” she said.
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No sex for the win? This was the advice given to this year’s NBA champions.
New York Knicks owner James Dolan addressed the now-champs as they headed into the playoffs in April 2026, acknowledging their high potential to eventually win the championship.
“I don’t know if you understand what it would mean for you to win a championship this year … It would be life-changing,” he said. “It will stick with you the rest of your lives, and if you don’t win, you’ll be thinking about it the rest of your lives.”
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As Dolan’s inspirational speech to the team went on, he explained how the next 10 weeks would require each player to make sacrifices – watching their diets, getting proper sleep and perhaps even abstaining from sex.
“You need sacrifice and you need to eliminate all the distractions around you,” he said.
Jalen Brunson of the New York Knicks celebrates with the Bill Russell NBA Finals Most Valuable Player Award trophy and Knicks owner James Dolan after defeating the San Antonio Spurs in Game Five of the 2026 NBA Finals at Frost Bank Center in San Antonio, Texas, on June 13, 2026. (Gregory Shamus/Getty Images)
“I had this idea that maybe you should give up sex for the next 10 weeks,” the owner said. “You don’t have to give up sex for the next 10 weeks – but, like the Spartans … They denied themselves, so that they can have an edge. Get the edge.”
This received a few snickers from the team, and Dolan responded, “Don’t tell [your wives and girlfriends] you’re not going to have sex and don’t tell them it was my idea. But let them know what this is going to be like … and how they’re going to have to sacrifice, too.”
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Dr. Anna Elton, licensed marriage and family therapist and clinical sexologist in Massachusetts, confirmed that this belief has been around for centuries, dating back to the ancients Spartans and early Olympic competitors.
Avoiding sex can preserve energy, increase aggression and sharpen focus, according to Elton.
The theory behind abstaining from sex for better athletic performance supports that it can preserve energy, increase aggression and sharpen focus. (iStock)
But modern research has found little evidence that consensual sexual activity negatively impacts strength, endurance, reaction time or athletic performance when it occurs at least 10 hours before competition, the doctor countered.
However, “activity very close to competition may affect recovery measures,” she added. What may be more important, according to Elton, is the psychological value of abstinence.
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“Choosing to abstain can reinforce discipline and total commitment to a larger goal,” she said. “In those cases, the advantage may come more from mindset and focus than from any physical effect.”
“Whether the sacrifice is alcohol, social activities, favorite foods or sex, the message is often the same: ‘We are all in.’”
New York Knicks guard Jalen Brunson celebrates with teammates after the Knicks defeated the San Antonio Spurs in game five of the 2026 NBA Finals at Frost Bank Center in San Antonio, Texas, on June 13, 2026. (Geoff Burke/Imagn Images)
The science of abstinence
This discussion has historically focused on men, which Elton said is often based on “misconceptions about testosterone and energy depletion.”
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“Research has not demonstrated that normal sexual activity causes a meaningful decline in athletic performance, and concerns about testosterone depletion have not been consistently supported by the evidence,” she said.
“For women, sexual activity may have additional benefits related to stress reduction, emotional regulation and relationship satisfaction.”
Abstaining from sex for athletic performance may create a sense of discipline, minimize distractions, maintain focus on training and reinforce a team culture centered on sacrifice and commitment, experts say. (iStock)
In a separate interview with Fox News Digital, Dr. Anthony Puopolo, a men’s health expert and lead medical provider for RexMD, echoed Elton’s assessment that research largely does not support abstinence as a performance enhancer.
This is despite a small amount of evidence that suggests engaging in sexual activity within two hours of competition could pose a risk to cardiovascular recovery.
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“Unfortunately, nearly all studies (99%) have been conducted in males aged 20 to 40, so there is virtually no data on female athletes, older athletes or diverse populations,” said the Puerto Rico-based expert. “We know what to tell the Knicks, but we are not sure what to recommend for the New York Liberty.”
Importance of connection
Elton said abstinence may still offer psychological benefits for some competitors. “For some athletes, it can become part of a pre-competition ritual that enhances confidence,” she told Fox News Digital.
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Some other potential benefits of sexual activity include stress reduction, improved sleep, mood enhancement, emotional connection with a partner and relief from performance-related tension.
“Strong, supportive relationships are associated with better psychological resilience, which can be valuable during high-pressure competitions,” Elton said.
“One of the most overlooked performance advantages may be having a supportive relationship waiting at home,” a doctor said. (iStock)
“Ultimately, there is no universal rule,” she went on. “What helps one athlete perform at their best may not help another.”
Elton stressed that sleep, recovery, nutrition, stress management and support from loved ones are universal performance boosters.
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“Athletes devote tremendous attention to training their bodies, while overlooking the importance of their personal relationships,” she cautioned. “A supportive partner can be one of the greatest assets during a demanding season.”
“If competition requires temporary sacrifices, make those decisions together and keep communication open.”
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Eliminating sugar from your diet may seem like the key to healthy eating, but research suggests it could have unintended effects on digestive health.
A study presented at ENDO 2026, the Endocrine Society’s annual meeting, suggests that a total lack of sucrose, or table sugar, may harm gut health and disrupt the body’s natural metabolism.
To explore how the total absence of dietary sugar impacts the body, researchers at the Dasman Diabetes Institute in Kuwait City conducted a 16-week study on two groups of mice. Both groups were placed on a low-fat diet, but with one critical difference.
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One group consumed a low-fat diet that included a standard amount of sucrose, while the other group ate a low-fat diet that was completely sugar-free, according to the study’s press release.
Throughout the trial, the scientists monitored a wide variety of physiological factors, including the animals’ weight, glucose tolerance, insulin sensitivity, hormone levels, internal inflammation and the specific composition of their gut bacteria.
A total lack of dietary sugar can cause imbalances in the gut bacteria and lead to signs of fatty liver disease, even without any weight gain, researchers said. (iStock)
The study outcome suggested that completely removing sugar caused several unexpected health problems.
“Completely removing sucrose from a low-fat diet may unexpectedly disrupt gut health and promote inflammation and metabolic dysfunction,” Rasheed Ahmad, principal scientist and head of the Immunology & Microbiology Department at the Dasman Diabetes Institute, said in the release.
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Even though the mice on the sugar-free diet did not gain any extra weight compared to the control group, their internal health indicators deteriorated.
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The animals that lacked sucrose developed an imbalance in their gut microbes and increased inflammation within the intestines and liver.
They also showed signs of poor glucose regulation, insulin resistance and cellular changes associated with fatty liver disease, according to the research.
Future dietary guidelines may shift away from strict, absolute sugar bans and instead focus on overall gut health through balanced nutrition. (iStock)
“The findings suggest that complete removal of sucrose from a low-fat diet may negatively affect gut microbiota and metabolic health,” Ahmad concluded.
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While the risks of high-sugar diets are well-established, the researchers noted that little attention has been given to the effects of completely eliminating sugar from low-fat meals.
Scientists say these new findings highlight that dietary carbohydrates play a valuable role in supporting balance between the immune system and the gut microbiome.
Completely cutting sucrose from a low-fat diet can unexpectedly trigger gut inflammation and disrupt the metabolism, experts say. (iStock)
Because this research was conducted on mice over a relatively short 16-week period, further clinical trials are necessary to determine whether a completely sugar-free diet causes the same gut and liver inflammation in humans.
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Additionally, the study focused specifically on removing sucrose from low-fat meals, meaning the results might not apply to people eliminating sugar while following higher-fat or ketogenic eating plans, the researchers noted.
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The team believes that future dietary guidelines may shift away from strict, absolute sugar restrictions and instead place a greater emphasis on maintaining a diverse, healthy population of gut bacteria through balanced nutrition.
“In the long term, these findings could help improve strategies for preventing and managing metabolic disorders, fatty liver disease and chronic inflammatory conditions,” Ahmad said.
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