We’ve all been there — staring down a protein bar with the texture of drywall or sipping a smoothie that tastes more like lab than lunch. For anyone living an active lifestyle, these moments are almost inevitable. And while fitness foods have come a long way since the powdered shake packets of decades past, one question still lingers: why do so many of them taste so… awful?
Chef and ultramarathon runner Gregory Gourdet — a three-time James Beard Award winner and founder of Portland’s Kann — has spent years navigating the intersection of real food and real fuel. In his new column True Fuel for Men’s Health, he unpacks how the food that powers our bodies got so far removed from what we’d actually want to eat — and what you can do to reclaim your taste buds without sacrificing nutrition.
The Processed Problem
To understand why most fitness snacks taste like disappointment, you have to go back to the start. The history of packaged “health food” is rooted in good intentions — think Kellogg’s bland cereals designed to “tame” human desire or the early efforts to improve food safety. But fast-forward a few generations and what was once about wellness has often turned into a numbers game — maximizing protein, fiber, or shelf life with little regard for how food actually tastes.
The result? Products built in labs, not kitchens. Fitness foods are often loaded with protein isolates, artificial sweeteners, and synthetic fibers. These are great for macros and marketing — not so much for mouthfeel. The outcome is snacks that are chalky, gritty, overly sweet, or just plain weird.
Why Everything Is So Sweet
Sugar is a key player in fitness food not just because we love it, but because it serves a purpose. It masks bitterness, helps with preservation, and makes everything from shakes to gels easier to swallow. That said, the industry’s obsession with sweet flavors often leaves savory lovers with little to chew on.
And while sweet snacks are everywhere, they’re often not what our bodies — or palates — crave after a tough workout or long hike. Sometimes you want something salty, umami-rich, or actually satisfying — not another faux chocolate chip bar that tastes like it came from a vending machine in 2003.
The Shift Toward Better Tasting, Better Fuel
Thankfully, the tide is turning. More brands are stepping up with products that honor real ingredients and real taste. You no longer have to choose between whole food nutrition and convenience — you can have both.
New Options Worth Trying
- Evolve, Koia, and Rebbl: These brands offer protein shakes that don’t taste like punishment. With clean ingredients and flavors like cinnamon horchata and banana cream, they go down easy — and actually satisfy.
- Cocojune: This coconut-based yogurt is dairy-free, probiotic-rich, and deliciously tangy — a perfect on-the-go snack.
- Nut aisle upgrades: Skip plain almonds and try bold options like Thai curry cashews or chili-roasted peanuts for a savory, satisfying crunch.
- Hormel’s all-natural meats: Even legacy brands are joining the real-food movement with minimally processed, nitrate-free options.
Chef Gourdet even recalls running a 20-miler with Trail Butter’s Jeff Boggess — who, mid-run, pulled out a pork chop as fuel. Extreme? Sure. Effective? Absolutely. That’s the kind of real-food mindset fitness nutrition is finally circling back to.
Smart Strategies for Real Food Fueling
If packing a slab of meat in your gym bag isn’t your vibe, no worries — there are more practical (and less meaty) ways to rethink your snack game. Look for savory options that offer high protein, healthy fats, and minimal processing.
Fitness-Friendly Alternatives to Packaged Snacks
- Carnivore Snax: Air-dried meats with no fillers — great for trail days or post-lift protein boosts.
- Cheese crisps or roasted chickpeas: Crunchy, satisfying, and way more fun than another bar.
- Nut butters: Try sunflower or pistachio butter for a creamy, nutrient-dense snack that stores well and tastes incredible.
- Tinned fish: Sustainably sourced sardines or smoked mussels pack omega-3s, protein, and flavor in a portable can.
The goal? Real flavor, real nutrients, and real satisfaction. Instead of choking down the same old overly processed snack, treat your fuel the way you’d treat your meals — with care, balance, and a bit of joy.
The Bottom Line
Not all fitness food has to taste like compromise. The rise of whole-food fuel — whether from a small-batch protein shake or a spoonful of fancy nut butter — proves that nourishment and flavor aren’t mutually exclusive. And while the convenience of bars and powders isn’t going away, there’s no reason your palate should suffer for the sake of gains.
If you’re going to fuel your body like an athlete, feed it like a chef would — with intention, quality ingredients, and flavor you’ll actually look forward to.
