Plasma Nutrition protein powder launched US nationwide at The Vitamin Shoppe 

04 May 2018 --- Plasma Nutrition has announced the US launch of its protein powder, ioWhey Protein, in-store and online exclusively at The Vitamin Shoppe. This is the first protein powder supplement to feature the benefits of Plasma Nutrition’s Ingredient Optimized technology, designed to enhance ingredient bioavailability and increase the presence of amino acids in the bloodstream. Launched last year in partnership with Performix, ioWhey Protein aims to offer the same benefits from only 22g of ioWhey Protein as they would from 30g of Standard Whey Protein Isolate, at only 100 calories per serving. The Vitamin Shoppe is the exclusive retail launch partner for ioWhey Protein, their first product to feature Ingredient Optimized technology. 

“We’re thrilled to see ioWhey launch as a Vitamin Shoppe exclusive,” says Plasma Nutrition Co-Founder Chris Flynn-Rozanski. “Their stores do an incredible job of educating customers about everything new in health and nutrition, making them an ideal retail partner for such an innovative product. Our technology is leading the way in bioavailability, and this launch will provide customers the best possible experience as they get introduced to the ioProtein family.” 

Speaking about the company’s technology, Flynn-Rozanski told NutritionInsight in March that “typically, protein products sacrifice efficacy and bioavailability for taste, whereas if you are looking for a product that is superior in nutritional value, it brings with it a bitter (acidic or chalky) taste.” Regarding ioProtein's usage, Plasma Nutrition’s studies have demonstrated improved recovery time post-workout, reduced stomach discomfort and increased strength and muscle mass, with data showing that 26 percent less ioProtein is required in the post-workout period to achieve the same training adaptations as compared to standard whey protein isolate. The benefit of this is that brands can create products with better form factors, reduced calorie protein offerings and lower costs.

With the technology in development for years, Plasma Nutrition’s co-founder Stephen Motosko sees this launch as a key milestone in the expansion of their Ingredient Optimized ioProtein. 

“This degree of improvement to protein bioavailability is something that the industry has been in search of for years. When we started the development of ioWhey Protein, brands all told us the same thing; they were tired of having to choose between performance and taste. They were looking for a clinically-backed way to truly differentiate their products. With that in mind, we’ve harnessed our Ingredient Optimized technology to deliver enhanced bioavailability and transform how customers experience these products,” he states.