From microwaveable protein lava cakes to cottage-cheese pizzas, foods once considered unhealthy now find an eager appetite among social media users.
One purportedly healthy apple crumble recipe has racked up 9.1 million views on TikTok, while almost 450,000 people have liked a low-calorie edible cake batter video.
But are these recipes actually good for people?
If you believe the creator of the protein lava cake video, the dish has 166 calories and 13 grams of protein.
But dietitian and influencer Susie Burrell is sceptical.
"If something seems like it's junk food, it probably is junk food," she told AAP.
While it and similar viral recipes allow people to have fun in the kitchen, Ms Burrell urges consumers to not rely on them as a healthy alternative to regular meals.
"You don't normally get protein in chocolate, right?" the podcaster and supplement brand owner said.
"If you've got protein in it, it's a problem, because it means it's ultra-processed.
"But if it's protein in yoghurt, it's probably OK because it's already there."
Her protein and creatine products are targeted at older women, who can struggle to meet their recommended intakes.
Academic dietitian and exercise physiologist Adrienne Forsyth isn't surprised so many of the viral recipes are taking off.
"We tend to be really interested in learning more about new and novel ways of improving our health and wellbeing," the Australian Catholic University associate professor said.
"It's problematic because it takes the focus away from eating foods for nourishment and for pleasure, and shifts the focus towards food being only a tool for weight management."
A study she helped oversee found social media tended to influence the attitudes of young Australians more than their practices.
"We thought that young adults would learn about nutrition by social media, but instead we found that they were using it more as a source of inspiration and motivation to make healthy food choices," Associate Professor Forsyth said.
"There's great opportunity to learn from others by viewing content."
Dietitians Australia head Fiona Willer said people had always had a fixation on food.
"It is a human condition that we seek to avoid pain and suffering ... treating food like medicine is a natural narrative for people to have," she said.
Many of the recipes include protein powder or other supplements, which are a relatively new food trend.
But people should only take protein supplements if they eat small amounts of food, are older or have had weight-loss or cancer surgery, Dr Willer said.
About 99 per cent of Australians meet their recommended protein intake, according to Australian Bureau of Statistics figures from 2015, although the rate drops among those in their 70s and beyond.
"If everyday people are choosing protein supplements thinking that they're going to provide them with some sort of special health effect, that is definitely stretching science," Dr Willer said.
Rebecca Gawthorne is a food influencer who shares high-protein, plant-based recipes such as pretzel bars, salad jars, pastas and frittatas on social media.
She has more than 300,000 followers and shares novel recipes, but says they are based on her research as a dietitian.
Mrs Gawthorne aims to stop food misinformation from non-dietitians online, but she adds there's only so much that can be done to combat it.
"We are responsible for what we choose to consume online and I hope there can be enough qualified health professionals spreading beneficial information," she said.
"Having a knowledge of calories can be beneficial, but this also needs to be balanced with a knowledge of nutrition."
Food science and nutrition expert Evangeline Mantzioris said consuming high quantities of protein wouldn't necessarily affect people, but it could reduce their intake of other, important nutrients like fibre.
"Increasing your fibre is linked to reducing your risk of bowel cancer", the University of South Australia program director said.
"We have seen lots of reports about increasing rates of bowel cancer, particularly in under 40-year-olds."
The best solution for meeting protein, fibre and carbohydrate targets was to eat more vegetables, fruit and grains, Dr Mantzioris added.
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