Ideal Protein has a beginning, a middle and an end. Therefore, you will not eat Ideal Protein products for the rest of your life (unless you want to because they do taste great and are a smarter alternative to junk food). Ideal Protein products contain an average of 15+ grams of high quality protein, a wide variety of flavors and textures and are low in carbs (sugars) and fats. Additionally, many Ideal Protein dieters find they spend less on these products than what a typical person spends on groceries. Why...because they’re eliminating expensive junk food from their shopping list (as well as reducing the cravings and spontaneous purchasing that junk food creates).