‘Boy kibble’ is the new toxic internet food trend

Step aside, girl dinner! Boy kibble is the new way to eat. Focused on protein loading and very little else, the social media trend, especially popular among Gen Z men, glorifies eating a bowl of tasteless mush. But it also reflects a push toward disordered eating and hypermasculinity.

Dog food for humans

Referring to the food as kibble is no accident, as most of the time these recipes involve a carb (like rice) and a form of protein (like ground beef) mixed together in a slop-like concoction that has some glaring similarities to dog food. “Pleasure-seeking details like flavor and aesthetics are tossed to the side,” said The New York Times. However, this form of dinner may be “less nutritionally complete even compared to what you may be feeding the four-legged members of your family,” said Parents.

While some will opt to add vegetables to their kibble, for the most part, the goal is to maximize the amount of protein consumption, often at the expense of overall nutritional value. Many of these meals notably forgo fruits, whole grains and healthy fats. “When your meals lack these essential nutrients, deficiencies in fat-soluble vitamins and essential fatty acids, and micronutrients like calcium, vitamin D and iron, can result,” said Parents. Also, the “lack of fiber in boy kibble puts kids at risk for constipation and does not support a healthy gut microbiome,” Madison Szar, a pediatrician with Bluebird Kids Health, said to the outlet.

“Proteinmaxxing” is a trend increasing in ubiquity among young men, especially as Health and Human Services Secretary Robert F. Kennedy, Jr. rolled out new diet guidelines emphasizing protein consumption. At the same time, “grocery prices and fitness trends continue to shape online food culture,” said Newsweek. With these combined factors, boy kibble “reflects a broader shift toward streamlined, protein-forward meals that prioritize convenience over presentation.”

Healthy facade

The goal of eating boy kibble is to consume an easy, nutritional meal, even if the nutritional value is debatable. But the boys are largely ignoring seasoning, making the meals themselves not very tasty or enjoyable, a mere means to an end. “This kind of moralizing of food, or turning suffering through meals into a badge of honor,” can “map on to some kind of disordered eating patterns and risks, no different than, say, orthorexia,” Abbey Sharp, a registered dietitian and the author of the book “The Hunger Crushing Combo Method,” said to Fortune.

The entire thing is a male response to the 2023 girl dinner trend, “where women devised elaborate hodgepodges of charcuterie-like plates, consisting of assorted meats, breads, cheeses, fruits and leftovers,” said Fortune. While girl dinner showcased the tendency to cobble together meals from things readily available in the kitchen, tying the slop-consumption to the word “boy” helps “soften what could be perceived as toxically masculine consumptive behaviors,” Emily Contois, an associate professor of media studies at the University of Tulsa and the author of “Diners, Dudes and Diets: How Gender and Power Collide in Food Media and Culture,” said to the Times.

The entire branding of boy kibble is “served with a heavy dose of internet irony,” said Newsweek. Using the term is “allowing men to sidestep the more feminine aspects of dieting,” Adrienne Bitar, a professor at Cornell University who studies the culture of American food and health, said to the Times. Dieting has been “seen as vain, frivolous, attention-seeking, superficial,” but by taking part in a trend, men can say “this isn’t about vanity” or “appearance, necessarily,” but instead about “optimization and quantifying how to become my best self.” This reflects a recent “backlash moment of men wanting to reclaim a more traditional, conventional masculine authority.”