The carnivore-not carnivore raw milk guy and the wellness protein bar industry are yet again scamming you. Apart from the clickbait of grass-fed and beef tallow, and pretending added sugars in the form of coconut nectar and honey is uniquely good for you... this bar shouldn't really be counted as 20g of protein. The tip off is 20g from a blend that is whey and collagen. Collagen is a poor quality protein, with a protein score of zero. They don't disclose how much protein is in the formulation from collagen but we can derive it using the daily value, which has to be corrected for protein quality. The %DV is derived using 50g per day of protein as the goal, meaning .24*50= 12g quality protein. That's the ~amount of protein in 1/2c of greek yogurt or a Rx bar. Except these bars are 5.75$ each