Veracity’s new plant-based protein powder to boost metabolic health
Key takeaways
- Veracity has launched a plant-based protein powder to support muscle protein synthesis, metabolic health, and appetite control.
- Developed with Nutrition21, the product is positioned as a clean, doctor-developed alternative amid growing concerns over heavy metal contamination in protein powders.
- Metabolic Power Protein expands Veracity’s weight and metabolism portfolio, designed to complement its clinically backed Metabolism Ignite supplement.
Veracity has introduced a plant-based protein powder designed to promote metabolic health by supporting lean, active muscle growth.
The Metabolic Power Protein is enhanced with MyoVera, developed by Nutrition21. This protein enhances muscle protein synthesis, helping users with sustainable energy and appetite control.
The provider of natural, clinically backed solutions targets the gap in the wellness sector for clean, doctor-developed formulas that exceed safety standards for toxins and heavy metals.
Dr. Gabrielle Francis, Veracity’s chief medical officer, highlights that protein is key to metabolic health, which seems to be missing in many products.
“Metabolic Power Protein was designed to be more than a shake — it’s a true metabolic support tool. By helping the body build active muscle more effectively, it strengthens the foundation of metabolism itself.”
Partnership for improved metabolic health
Metabolic Power Protein is the result of a collaboration with Nutrition21, a supplier of new and patented nutritional ingredients.
“We are excited to partner with Veracity on its Metabolic Power Protein, which will be the first product launch featuring Nutrition 21’s new MyoVera brand and offers its clinically backed benefits to consumers,” says Jordan Miller, VP of Marketing for Nutrition21.
The Metabolic Power Protein is a plant-based formula developed with Nutrition21 to support lean muscle growth and metabolic health.“MyoVera is an innovative muscle and strength optimizer that helps users move better, feel stronger, and get more from their protein intake, regardless of lifestyle or fitness goals. It’s safe, effective, and offers superior results versus consuming protein alone.”
Tackling heavy metal concerns
Veracity notes that there have been cases where several protein powders on the market have contained high levels of toxic byproducts.
Last October, Consumer Reports found that over two-thirds of 23 popular protein powders and shakes had unsafe levels of lead, cadmium, or arsenic based on the California Proposition 65 limits, which are 1,000 times stricter than minimal known unsafe levels. Plant-based protein powders were the most contaminated, with nine times more lead than dairy proteins.
Additionally, the Clean Label Project, testing 165 top-selling powders, found that 79% of organic options exceeded California Proposition 65 limits for lead.
Heavy metals can damage health as they accumulate in the body over time, placing hormonal balance, neurological health, kidney function, and long-term metabolic resilience at risk.
However, Veracity claims that its Metabolic Power Protein was especially designed to reduce heavy metal levels. It states that the product complies with California’s Proposition 65 strict regulatory levels for heavy metals and other toxins.
Metabolic health combined with weight loss
Metabolic Power Protein follows Veracity’s Metabolism Ignite, a supplement for healthy weight management. This supplement has been clinically shown to lead to an average 9 lb (4 kg) weight loss in 90 days.
Metabolism Ignite has also helped more than 100,000 consumers improve their metabolism, balance their hormones, and lose weight sustainably. Veracity shares that these customers have often asked what they should eat to support metabolic progress.
“We didn’t create Metabolic Power Protein to chase a trend; we created it to fill a critical nutritional gap for our community,” says founder and certified health coach, Allie Egan. “As protein takes center stage in conversations about strength training, weight health, and metabolic longevity, our mission is to deliver a solution that is safe, effective, clean, and truly aligned with the science of metabolism.”
“Our Metabolic Power Protein is designed to work with Metabolism Ignite to give our clients a complete, research-backed system designed to support sustainable weight health and long-term metabolic resilience.”
Veracity points to protein’s powerful role in metabolism, as the muscles are the most metabolically active tissue in the body. They burn twice as much energy compared to other tissues, even at rest.
Veracity emphasizes the importance of building and maintaining lean muscle for more effective energy use. However, it claims not just any protein would suffice.
In other plant-based protein innovations, Leaf Foods cracked the protein code with Rubisco, a new protein extracted directly from green leaves. The company recently partnered with Lacto Japan, a distributor and producer of specialty food ingredients, to accelerate Rubisco’s commercialization.
