Why is my local Target selling protein powder in the tampon aisle? An investigation. _This is_[Optimizer](https://www.theverge.com/optimizer-newsletter) _, a weekly newsletter sent every Friday from Verge senior reviewer_ [_Victoria Song_](https://www.theverge.com/authors/victoria-song) _that dissects and discusses the latest gizmos and potions that swear they're going to change your life. Opt in for_ Optimizer _[here](https://www.theverge.com/newsletters)._ Wellness crazes come and go, but protein is forever. At least that's how it feels as the algorithm subjects me to the latest protein-related wellness trend: a video of a gym bro whipping up a piping hot plate of boy kibble. Boy kibble is not complicated. According to influencers and [trend pieces](https://www.nytimes.com/2026/02/09/style/boy-kibble-ground-beef-protein-dinner.html) alike, it's a humble meal of ground beef and white rice. Yes, that's it. The beef provides fat and protein, while the wh … [ The Verge.](