Since 1 calorie of beef requires 8 times as much input of grain as a single calorie of bread, Petrela recognizes that rising protein consumption means a rising demand for grains which in turn means a rising demand for global farmland.

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They reduced the amount of sugar they were eating, swapped white bread for whole grain and started planning high-protein meals with lots of vegetables.

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Products containing cooked and processed eggs such as bread, cake and other baked goods often contain more egg protein than influenza shots.

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Here is item number 18 in the tables: bread, white, large loaf, with its values in protein, fat, calories and chemicals, which so impressed the Widdowson-McCance couple in their quest for a reliable basic diet.

ECONOMIST: Elsie Widdowson