RFK Jr. releases new dietary guidelines
Secretary of Health Robert F. Kennedy Jr. announced new dietary guidelines and said his message was clear: “Eat real food.”
Robert F. Kennedy Jr. declared an end to the “protein wars.”
The announcement was posted to the White House’s X account on January 11, along with a dimly lit portrait of President Kennedy and a link to the federal government’s new dietary guidelines, which prioritize protein, dairy and healthy fats.
President Kennedy said on January 7, “Today, we’re going to stop lying. Protein and healthy fats are essential, but they were wrongly not recommended in previous dietary guidelines.”
But food experts say there is no war over protein. U.S. protein consumption is at an all-time high, and Americans already consume more protein than they need.
In fact, protein has “never been negative” in previous guidelines, said Marion Nestle, professor emeritus of nutrition, food research, and public health at New York University and former senior nutrition policy advisor at the Department of Health and Human Services.
“Previous dietary guidelines recommended lean meats and low-fat dairy products, but now they recommend higher amounts of full fat, or saturated fat,” she says. Eating more red meat and saturated fat can lead to a variety of health complications, including an increased risk of heart disease and cancer.
But “MAHA taps into reality,” says Dr. Mark Chatterpal, a food anthropologist and executive director of Hunter College’s New York City Food Policy Center. “Americans are in really poor health compared to people in other wealthy countries, and rates of chronic disease are rising.”
Kennedy’s message resonated with many Americans who have long worried about what goes into their food. When Kennedy began campaigning on these same concerns, they finally felt seen, ignoring his history of disproven conspiracy theories and lack of public health experience.
“People feel that the system that tells them what to eat is failing them, but the disease continues to get worse,” Chatarpal explains. “But the war on proteins and its framework do not match reality.”
Protein is the latest trend in macronutrients, but more isn’t always better.
Protein additives are used everywhere: in coffee, lunch, and even Dunkin’ refreshments. “This is our latest obsession with macronutrients,” says Amy Bentley, a historian and professor of food studies at New York University. “Sometimes it’s fiber, sometimes it’s vitamins, and now it’s protein.”
Starbucks launched protein cold foam with Khloe Kardashian in September 2025. Chipotle introduced an entire “High Protein Menu” in December, boasting 32 grams of protein in one cup of chicken. And in January, Megan Thee Stallion unveiled her alter ego, Protina, to promote Dunkin’s Protein Milk.
But, says Dr. Priya Jaisinghani, an endocrinologist and obesity medicine expert at New York University Langone, “more is not always better.” Jaisinghani warns that excess protein can accelerate the decline in kidney function in people with diseases such as chronic kidney disease.
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Alongside his promise to end the “war on protein,” Kennedy vowed to end the “war on saturated fat” and declared a “war on added sugar.”
U.S. Secretary of Agriculture Brooke Rollins said in a March 2025 statement that the new guidelines will be “based on sound science, not political science.” “The days when leftist ideology guided public policy are over,” she said.
But Nestlé insists the new dietary guidelines are a matter of “left or right” and a “clear rejection of previous scientific committee reports and the Biden administration”.
“This is a political battle cry,” Bentley says.
On January 14, President Donald Trump also signed the Whole Milk for Healthy Kids Act, which aligns with dietary guidelines to reintroduce full-fat dairy products as part of a healthy eating pattern.
This comes after the famous 1990s Got Milk campaign was relaunched last year with the tagline: “Reality is back. Happiness is back.”
Milk sales had been declining in California for 15 years before the California Milk Processing Commission hired an advertising agency to create an original campaign. Similarly, since 2017, the U.S. has lost more than 17% of family farms, according to the U.S. Department of Agriculture.
Four of the nine researchers behind the new dietary guidelines have ties to dairy organizations such as the National Cattle and Beef Association and the National Dairy Council.
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Masculinity and “American values” are linked to meat eating
Kennedy’s “war” rhetoric draws on the constructs of MAGA’s promotion of masculinity, toughness, and traditional American values. MAGA promises a return to the “good old days,” where the nuclear family was at its core and crackdowns on “leftist ideology.”
“Part of the promise of America, or the American dream, is an abundance of food and resources,” Bentley explains. Throughout American history, immigrants have flocked to America not only for the promise of freedom, but also for opportunity. The meat represents “the idea of the good life, grilling steaks and burgers on the backyard grill,” Bentley said. Questioning or limiting it can feel like an attack on American culture. In a January 2025 interview with USA TODAY, Kennedy said he follows a carnivore diet, eating only meat and fermented foods.
“The idea of reducing your intake and switching from meat to other proteins feels un-American to some people,” she says. Bentley also said that meat has historically been associated with masculinity, while vegetables and sweets are considered feminine. Remember the early origins of humanity. Men were hunters and women were gatherers.
As part of the MAHA movement, which also champions muscle mass and aesthetics, Kennedy’s muscular physique is often touted. Online fitness culture appears to be becoming increasingly right-wing, with news outlets reporting that “gym buddies” are eating high-protein meals to gain weight, sparking debate on platforms like Reddit. When New York City Mayor and Democratic Socialist Zoran Mamadani’s bench press failure went viral, the video drew criticism from political opponents.
“Unfortunately, this is a stereotype that people like to play around with, that progressive men are weak,” therapist Eric Anderson previously told USA TODAY. “So it’s a combination of questions like, if you’re not virtuous in this area, are you really virtuous in other areas?”
The way we eat is changing
With nearly 1 in 5 U.S. adults reporting current or past GLP-1 drug use, the food and diet landscape is already changing. Reduced protein intake due to decreased appetite can negatively impact muscle health in GLP-1 users.
“Food companies are scrambling to catch up, so they’re developing products that contain more protein,” Bentley said.
But the demand for more protein will require increased supplies, and the potential strain on global supply chains is cause for “legitimate concern,” especially in countries like Brazil that are facing issues of deforestation and climate change, Chatalpal says. In January 2025, U.S. monthly beef imports from Brazil reached a record high of 197 million pounds.
But when it comes to the average American, most people don’t follow dietary guidelines or talking points, says registered dietitian Michelle Pirpich. Pirpich, a nutritionist, says her recommendations to clients haven’t changed much.
“While we continue to practice what we know to be true, we will also be on the lookout for new research and will always listen to the individual in front of us when advising people,” Pirpich says.
Contributor: Charles Trepany
