You're not eating nearly enough protein. Period.

We all know protein is the single most important building block of muscle growth. But, amazingly, science is only now discovering exactly how much protein we should be getting and-just as we should be getting it important-when

- By Michael Behar

A small plastic pouch filled with dark brown, organic matter arrived at my doorstep today. No, I didn't immediately bolt down the stairs in hot pursuit of some teenagers. Instead, I took a closer look and found that the bag actually contained something else entirely: dead crickets. Alex Drysdale, founder of Crik Nutrition, was so eager for me to sample his flagship product that he shipped it overnight via DHL from his office in Winnipeg, Canada. I just hadn't expected it so soon. Drysdale, a former communications technician who quit his job last year to cash in on today's protein boom, swears that his critters "are loaded with nutrients because they're made from whole, crushed-up cricket-you're eating the exoskeleton and all the organs." I try not to picture cricket guts when I open the pouch and take a whiff. Surprisingly, the smell is sweet and nutty. Feeling ballsier than usual, I shove a spoonful in my mouth. Compared with gritty and bitter whey and soy powder varieties, this stuff dissolves instantly on my tongue and tastes like almonds and honey.

Crik is just the latest form of protein I've happily eaten lately; the others include protein-infused granola, protein pancakes, high-protein Greek yoghurts, and the gamut of powders-whey, soy, pea, hemp, and now cricket. The protein industry reaps about $9 billion annually, a figure that's quadrupled since 2005. Some dismiss this as just another fleeting food fad, the result of a connection to certain popular high-protein diets, such as Paleo. A few experts claim we're eating too much protein. But, I'm happy to report, scientists who study protein insist otherwise.