Wheys Of The Industry

Hey fam,

There really is not a good place for you as a consumer to see what is happening behind the scenes in the supplement industry. You get marketing. You get launches. You get hype. But you rarely get the real economics, the real pressures, and the real shifts that shape the products you use every day.

So I want to change that.

This is the beginning of a new series I am calling Wheys of the Industry. No sales pitch. No product push. Just straight insight from the CEO’s desk about what is actually happening in our space and why it matters to you.

You are not just a customer to us. You are part of this brand. You are just as important to its success as anyone who works here, including me. I do not think it is enough to send you marketing emails without also giving you context about the real world economics that shape this industry.

When you see Wheys of the Industry or WOI in your inbox, you will know it is simply information. Transparency. Perspective.

Today we are talking about protein.

1) Whey Protein is no longer just for Supplement Brands.

Whey used to be something only serious athletes and supplement users talked about. Today, it has become a mainstream ingredient in everyday food and beverage products. Since 2023, the raw material cost of Whey Protein Isolate has increased by more than 115%—reaching historic highs. Yes, that means in the past 3 years: Our cost to produce Protein products like ISO-PF or PROTEIN+ has more than doubled.

Large restaurant chains and beverage brands have added protein to drinks and menu items. Starbucks, for example, launched protein cold foam and protein lattes across the United States, with some drinks delivering more than thirty grams of protein. They are using real whey proteins to do it.

At the same time, major food companies like PepsiCo are adding whey protein into snack foods and ready to drink products.

When companies of that scale enter the protein market, they do not buy a few pallets; they secure massive supply contracts, and they can often absorb much higher ingredient costs because protein is just one part of a finished product that carries a premium price to the consumer. These companies are able to pay up to 7X more than we can, while remaining profitable.

2) GLP-1 Medications Have Reshaped Demand

GLP-1 drugs such as Ozempic and Wegovy are changing how people eat and think about nutrition. Doctors and dietitians increasingly recommend higher protein intake for patients using these medications so lean mass is preserved while appetite is reduced.

Commodity analysts have specifically identified demand driven by GLP-1 use as a factor tightening whey protein supply and pushing prices higher. This is not speculation, this is part of what processors and dairy buyers are talking about internally. There are board members at Pepsi, sitting in a room wondering why their sales for Doritos have tanked, while another suit in the room screams “It’s because of Ozempic! Add Protein to everything!”- and before you know it, Pepsi has just crushed the entire Protein supply chain.

3) Protein Is Now at the Center of Nutritional Guidance

Public health guidance has shifted significantly. The current Dietary Guidelines for Americans emphasize the importance of adequate protein, especially for older adults, as foundational to maintaining muscle and metabolic health. I mean, just check out the newly flipped food pyramid- which is awesome, I must add.

That message has ripple effects; institutional buyers, food manufacturers, and retailers all respond to these trends when they are planning menus, products, and marketing.

4) What This Means for You and for Us

A company like ours operates inside a very tight cost structure. When raw material prices go up, finished product costs go up; there is no way around it. When whey isolate prices are up 115%, that changes every cost calculation we could make.

A multisite restaurant chain can absorb those costs because protein is only one ingredient in a menu item that it sells for a premium price. A supplement company cannot absorb the same increases without either raising product prices or shrinking margins.

The real person who feels that pressure is the consumer who tracks macros, who trains consistently, who cares about performance and nutrition; that is the part that matters to me most. This is why we have taken significant hits and even losses when we continue to try and keep Protein amongst the other products in our line. Passing along the cost increase to the customer in proportion would mean doubling our price, and we simply are not willing to do that.

Looking Ahead — What I See Next.

1. Alternative Proteins Will Continue to Gain Traction

Plant based proteins like NihPro, Ultra-Filtered Milk Proteins, hybrid blends, and other non dairy sources will become more common as brands and consumers look for options outside traditional whey.

2. Biosynthesized Proteins Could Be a Game Changer

Precision fermented proteins, including whey made without cows, are already in development. The technology is promising, but right now it is not yet at the scale needed to move the cost needle. Once it is, it could alleviate some of the supply pressure we are seeing today.

3. Performance Brands Will Still Be Essential

Even with broader mainstream demand, the standards for quality and results that serious athletes and fitness focused people care about will not go away. That is where brands like ours continue to serve a dedicated community.

I want to be clear, I am not writing this to justify prices or to sell you anything. I am writing this because you deserve to understand what is happening behind the curtain. Maybe you want your own brand one day, or maybe you’re just curious about the economics of our great industry. Supplements do not exist in isolation, we are part of a broader food and nutrition ecosystem, and when large global companies pivot toward protein, it changes the game for everyone.

I will keep you informed as this evolves. No matter what, I will ensure that we remain at the forefront of whatever is to come.

From my desk to you,

Landon Phade