A viral liquid cheese from Franche-Comté in eastern France is currently taking over fitness social media due to its impressive macronutrients. As reported by Libération, the low-fat product known as la cancoillotte has become highly popular among fitness enthusiasts because of its low price and high protein content.
The product contains 16g of protein per 100g, features a low fat content, and is made using metton, which is a skimmed milk byproduct of butter-making. Thrifty peasants originally repurposed this ingredient traditionally to avoid waste, but the product has now found a completely new audience online.
Social media personality Johan Papz heavily praised the product to his followers in April. Another influencer has created 178 TikTok videos about the cheese and traveled more than 300 miles on a pilgrimage to the Franche-Comté region.
Julie Morin, the president of the association for the promotion of cancoillotte, called the online enthusiasm for the product “incredible.” The high demand is reflected in retail figures, as supermarket chain Carrefour told Libération that sales of the garlic variety rose 16% last month.
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The rising trend highlights a shifting focus toward macros and lean muscle mass within certain circles. However, the unique texture of the whey-based product, which resembles a liquid slime, has also drawn mixed reactions from traditional food commentators, as cited by The Guardian.
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