“ Protein and healthy fats are essential and were wrongly discouraged in prior dietary guidelines.”The thing is, there is no war on protein. Still, Kennedy’s screed makes sense in the context of a MAGA movement that has made body image, fitness, and masculinity central tenets. "They're trying to tie it into the war on masculinity, the war on warrior culture. President Trump himself has connected his movement to fitness through his friendship with UFC CEO Dana White, orchestrating a number of campaign appearances at UFC events in 2024. In June, the White House is hosting a UFC cage fight as part of America’s 250th anniversary celebrations, Trump has said.