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A Whey Protein that combines superior quality and great value is something that everyone wants but very, very few brands deliver.
Over the years, we’ve all seen the price of whey protein skyrocket and as a result there have been a number of products launched into the market that have proclaimed to be amazing value. The trouble is whenever I have looked at these formulae, there has nearly always been something about the formula that spells “sacrifice”. More often than not, it’s meant a sacrifice in protein quality, the addition of soy protein, or the current trend to add amino acids that spike the protein content glycine, taurine or cheap Chinese creatine. It’s become a hot topic of conversation during the last 6 months and a number of supplement companies have been named and shamed ( I won’t go into that here but the information can easily be found on the internet if you search for protein spiking). Speaking personally, if you are going to make a pure protein product then that’s what you should do. Make it properly or not at all. That said it is possible to argue the case for adding additional L-leucine or L-glutamine, but this seldom happens because these two amino acids are far more expensive than whey protein and adding leucine will actually lower the protein content.
Value for money from Reflex must also mean high quality.
Reflex Nutrition introduced a product called Instant Whey™ Duo which contained high quality EU sourced whey protein in combination with Nutralys® Pea Protein. It’s an outstanding combination that provides a very unique and complimentary amino acid profile whilst providing excellent value for money. The downside to this product that has been voiced by many consumers is taste. Unfortunately whilst pea protein is arguably the best vegetable protein available it is let down by taste and the consumers at large seem simply not prepared to make that sacrifice. Our customers want the world: great quality protein powders that tastes fantastic. Well I agree with that but making a seriously good whey protein product that’s both super high quality, instant mixing and tastes great is no easy task. Especially if its to wear a Reflex label!
Our challenge was to deliver a 100% Whey Formula without ANY dubious ingredients at a great price.
I’m not one to back down from a serious challenge. Taking the feedback from Instant Whey DUO into account the only way forward that I could really see was to start from a blank canvas. The aim to deliver a 100% Whey based protein delivering better value, high quality EU sourced grass fed whey, no vegetable proteins and certainly no glycine, taurine or protein spiking. I went to a couple of EU dairies that I really trust to see if there was something that we could do. I didn’t want to compromise on the quality of the whey protein to be used in this new product, it simply wouldn’t fit with the Reflex ethos. To cut a long story short we did manage to negotiate a seriously good EU Grass Fed Whey to create a brand new product called 100% Whey. There were numerous conversations with the marketing team about various different names, some of which reflected the protein %, some of which worked on the value theme. To me these were all wrong. What we are selling is basically a formula that derives all of its protein from whey and I can’t think of a better name that describes such a formula, “does what it says on the tin” if you will. It delivers at least 70% protein, is instant mixing, contains Lactospore® friendly bacteria and tastes amazing. The price is yet to be decided but expect it to be one of the best value products throughout Europe. Put simply, it’s a 100% Whey formula at a great price within the proven quality you expect from Reflex Nutrition. Keep a close eye on our Facebook and Twitter accounts for news on pricing and the not too distant release date.