US Health Secretary RFK Jr. announced on January 11, via the White House's X account, new federal dietary guidelines for 2025-2030. These guidelines prioritize protein at every meal, a directive Kennedy referred to as "ending the war on protein."This new guidance also recommends consuming saturated fats found in full-fat milk, butter, and beef tallow. This recommendation contradicts previous nutritional advice which generally suggested limiting saturated fats. Some aspects, such as avoiding ultra-processed foods and added sugars, have been positively received by dietary experts and health organizations like the American Heart Association. These guidelines are anticipated to influence federal programs including SNAP and school lunches.Kennedy stated on January 7 that "protein and healthy fats are essential and were wrongly discouraged in prior dietary guidelines." Data indicates that protein consumption levels in the United States are currently at record highs, and protein deficiency is nearly nonexistent.The directive aligns with broader themes within the MAGA movement, which has incorporated elements of body image, fitness, and masculinity. Colin Davis, a personal trainer and political commentator, suggested these initiatives connect to concepts of masculinity and "warrior culture."Examples of this alignment include:In August, Kennedy and Defense Secretary Pete Hegseth participated in a "Pete and Bobby Fitness Challenge," posting videos of push-ups and pull-ups.In September, Hegseth convened US generals in Quantico, Virginia, to address military fitness and grooming standards, criticizing the presence of "fat generals and admirals."President Trump has associated his movement with fitness through appearances at UFC events.Trump has stated the White House will host a UFC cage fight in June as part of America’s 250th anniversary celebrations.Charlotte Biltekoff, a professor at the University of California, Davis, commented that Kennedy's dietary guideline revisions, particularly the emphasis on animal proteins, project an idealized form of masculinity. Biltekoff noted a long-standing cultural association of men with meat and outdoor cooking, contrasting with women's association with lighter foods and dieting.