The Protein Label Lie (And How to Outsmart It)

Ever eat something that says it has 15g of protein and think, “Nice, I’m covered”… only to still be hungry an hour later—and somehow not getting swole either?

Yeah. Same.

So when I came across an Instagram Reel by Matt Rosenman (aka @cheatdaydesign), it hit different. He’s a former graphic designer turned food label myth-buster who now creates no-nonsense nutrition & fitness content that’s super easy to digest. In this video, he broke down why those big protein numbers on plant-based meals don’t always translate to actual usable protein for your body. And more importantly, how to do the math to see what’s real and what’s label fluff.

Let’s get into it.

15g of Protein Isn’t Always 15g of Gains

I’ve always known animal proteins tend to build muscle better than most plant-based ones. But I’d never seen someone break it down as clearly—or as actionably—as Matt Rosenman did.

The core idea: Not all protein is created equal. Your body can only fully utilize complete proteins—those that contain all the essential amino acids and are highly digestible.

To account for this, the FDA uses something called the Protein Digestibility Corrected Amino Acid Score (PDCAAS), which scores protein quality on a scale from 0 to 1. Whey and egg? Close to 1. Plant proteins and collagen? Much lower.

But here’s the kicker: food companies are allowed to list the raw grams of protein on the label (what’s physically present), even if your body can’t actually use all of it for muscle-building. The only place they do have to adjust for this difference? The tiny % Daily Value number.

Matt’s Rule: Trust the %DV, Not Just the Grams

The FDA sets the daily value for protein at 50 grams per day (a lowball number, but it’s what food labels are based on). That means:

• A product with 20g of high-quality protein should show 40% DV

• If it only shows 20% DV, then you’re really only getting about 10g of usable protein

Matt illustrates this perfectly:

• Quest Bar: 20g of protein, 40% DV → Full 20g of usable protein

• Lenny & Larry’s Cookie: 16g of protein, 10% DV → Only about 5g of usable protein

• Kodiak Cakes: 15g of protein, 17% DV → Just 9g of usable protein

• Premier Protein Cereal: 20g of protein, 20% DV → About 10g usable

This blew my mind.

And it hit even harder when I checked one of my go-to dinners: Birds Eye Power Blend Southwest Style. It shows 15g of protein but only 18% DV. Translation? Just 9g of usable protein.

What I’m Doing Differently Now

I’ve always tossed in a bit of shredded chicken and cheese with that Birds Eye blend to boost the protein, but now I’m doubling down. Adding more high-quality animal protein ensures I’m actually getting the muscle-repairing protein I thought I was getting all along.

And now, instead of just scanning the grams, I always look at the %DV to get a better sense of how effective that food will be for my goals.

Why This Matters (Especially If You’re Lifting)

If you’re lifting weights, playing sports, or trying not to lose muscle as you get older, protein quality matters as much as quantity.

Your body will still digest all the protein you eat, but low-quality sources might be used for energy instead of muscle repair. That’s fine if you just need calories, but not ideal when you’re buying a “high-protein” snack thinking it’s helping your gains.

TL;DR – The Smart Way to Read Protein Labels

1. Ignore the hype on the front. Flip the package.

2. Check the %DV next to protein.

3. Divide that %DV by 2 — that’s your rough estimate of usable protein in grams.

4. If it’s much lower than the total protein grams, the protein source is low quality.

5. If you’re relying on that food for muscle-building, pair it with a complete protein like chicken, eggs, or Greek yogurt.

I’m here to support you on your journey to a healthier, fitter life. As always, I appreciate your feedback and suggestions. Let me know what topics you’d like me to cover in future issues by replying to this email.

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Be well,

Dave

Please note: This newsletter is designed for informational purposes only and should not be taken as professional medical advice. Always consult with a healthcare provider for advice tailored to your health and fitness needs.