Chia seeds in soda, protein in water. Why everyone is 'maxxing' their diets - USA Today

What the report says

USA Today reported July 23, 2026, that social media trends dubbed “proteinmaxxing” and “fibermaxxing” are driving interest in products and hacks meant to boost single nutrients, from clear protein powders and protein waters to chia seeds stirred into soda, ice cream and desserts. The article described viral TikTok posts drawing millions of views and divided reactions, with some users curious and others skeptical of adding seeds to indulgent foods.

Tara Schmidt, a registered dietitian and nutrition instructor at Mayo Clinic, told USA Today that chia seeds can add fiber and may support fullness, but they do not convert a sugary treat into a health food. She described them as a nutritional addition rather than a fix. On protein water, Schmidt said it may be useful for athletes, people with elevated protein needs, those recovering from illness or situations where protein-rich foods are not available, but most people do not need it.

The story noted an important distinction between the nutrients. Fiber intake is widely below recommended levels in Western-style diets, and Cleveland Clinic guidance cited by USA Today puts adult needs at about 22 to 34 grams daily depending on age and sex. Protein, by contrast, is generally adequate for most Americans, even as protein-focused products remain popular.

USA Today framed the “maxxing” trend as part of a broader wellness culture focused on optimization, biohacking and social media-driven nutrition advice. Experts cautioned that adding nutritious ingredients can help, but relying on one supplement, fortified product or “superfood” should not replace a varied eating pattern that includes foods such as oats, beans, lentils, nuts, seeds and fruit.