La cancoillotte, a low-fat liquid cheese from the Franche-Comté region of eastern France, has become an unlikely viral sensation on fitness social media. Known for its high protein content of 16g per 100g, low fat, and low price, the cheese is being embraced by gym enthusiasts seeking to meet their protein goals. Its secret ingredient is metton, a skimmed milk product traditionally a byproduct of butter-making, repurposed by thrifty peasants to avoid waste.
The trend gained momentum in April when social media personality Johan Papz declared discovering cancoillotte as 'the best day of my life'. He flamboyantly drizzled the pale ooze over potatoes, flashing his abs as testament to the cheese's macronutrient benefits. Another influencer has made 178 TikToks on the topic and travelled over 300 miles to Franche-Comté on a pilgrimage. Julie Morin, president of the association for the promotion of cancoillotte, described the online enthusiasm as 'incredible'. Supermarket Carrefour reported a 16% rise in sales of the garlic variety last month.
However, not everyone is charmed. Some critics find the cheese's texture off-putting, describing it as 'whey-based slime' or 'low-fat lactose ectoplasm'. Others express cultural betrayal, questioning why French consumers, traditionally associated with prioritising taste over macros, are embracing such a product. Despite this, the trend shows no signs of slowing, with cancoillotte becoming a staple for those focused on fitness and nutrition.
