Serious Protein

Why we made it

Whey prices have risen massively over the past couple of years. Every brand you know has quietly put prices up or shrunk the tub. Rather than sell whey at a loss, or pass that cost on to you, we retired it.

In its place: Serious Protein. Soy protein isolate, skimmed milk, casein and glutamine peptides, blended in our own factory in Manchester — 24g of protein in every 30g scoop, the same as the premium tubs, for 78p a shake in the 500g.

That's it. That's the product. No influencer, no hype, no proprietary matrix. Real fuel for hard work.

Protein contributes to the growth and maintenance of muscle mass.

*Contains naturally occurring sugars (lactose from the milk powder).

Is it as good as whey?

Protein is protein. What matters is whether it has the amino acids your muscles need, and enough of them. Soy protein isolate scores 1.0 on the PDCAAS scale, the same top mark as whey and casein, and this blend adds milk protein on top of it.

In the trials that put soy against whey over 6-12 weeks of training, people gained the same muscle and strength on either: a 2018 meta-analysis of nine studies found no difference, and a 2020 randomised trial matched for leucine found the same.1,2

Will soy mess with my testosterone? No. The largest analysis on the subject pooled 41 clinical studies and measured testosterone in 1,753 men: no effect of soy protein or isoflavones on total testosterone, free testosterone or oestrogen, at any dose or duration.3 If someone tells you otherwise, ask them for their study.

1. Messina et al., Int J Sport Nutr Exerc Metab 2018. 2. Lynch et al., Int J Environ Res Public Health 2020. 3. Reed et al., Reprod Toxicol 2021.

What it isn't

It isn't whey. It isn't vegan (there's milk in it). It isn't gluten-free (the glutamine peptides come from wheat protein). It isn't a meal replacement. And it isn't for kids: it's a food made for adults, and anyone under 18, pregnant or nursing should check with a qualified health professional first.

250-300ml of cold milk in the shaker first, then one level scoop (30g). Shake hard for 30 seconds, let it settle, shake again. Milk is how to get the best taste out of it — it's what makes it taste like a proper milkshake, not a chalky shake.

After training, at breakfast, the mid-afternoon gap, the drive home. Any time the day needs 24g of protein. The pack says any, pre, intra, post, and it means it.

Serving size: 1 level scoop (30g). Servings per container: 16.

Chocolate Milkshake

Typical values, per 100g and per 30g serving

• Energy — 1509 kJ / 355 kcal — 453 kJ / 107 kcal
• Fat — 0.9g — 0.3g
• of which saturates — 0.2g — 0.1g
• Carbohydrate — 6.9g — 2.1g
• of which sugars — 4.7g — 1.4g
• Fibre — 0.3g — 0.1g
• Protein — 79.9g — 24g
• Salt — 0.1g — 0.03g

Ingredients: Soy Protein Isolate, Skimmed Milk Powder, Glutamine Peptides (Wheat), Casein (Milk), Flavouring, Cocoa Powder, Anti-caking Agent (Silicon Dioxide), Sweetener (Sucralose).

Strawberry Milkshake

Typical values, per 100g and per 30g serving

• Energy — 1550 kJ / 365 kcal — 465 kJ / 110 kcal
• Fat — 0.9g — 0.3g
• of which saturates — 0.2g — 0.1g
• Carbohydrate — 9.1g — 2.7g
• of which sugars — 5.4g — 1.6g
• Fibre — 0.3g — 0.1g
• Protein — 79.9g — 24g
• Salt — 0.1g — 0.04g

Ingredients: Soy Protein Isolate, Skimmed Milk Powder, Glutamine Peptides (Wheat), Casein (Milk), Flavouring, Colour (Beetroot), Anti-caking Agent (Silicon Dioxide), Sweetener (Sucralose).

Vanilla Milkshake

Typical values, per 100g and per 30g serving

• Energy — 1552 kJ / 366 kcal — 466 kJ / 110 kcal
• Fat — 0.9g — 0.3g
• of which saturates — 0.2g — 0.1g
• Carbohydrate — 8.9g — 2.7g
• of which sugars — 5.9g — 1.8g
• Fibre — 0.3g — 0.1g
• Protein — 79.9g — 24g
• Salt — 0.1g — 0.04g

Ingredients: Soy Protein Isolate, Skimmed Milk Powder, Glutamine Peptides (Wheat), Casein (Milk), Flavouring, Anti-caking Agent (Silicon Dioxide), Sweetener (Sucralose).

Allergen information: Contains soy, milk and gluten (wheat). Manufactured on equipment that processes products containing milk, soy, egg, gluten, nuts and peanuts.

Suitable for vegetarians. Not suitable for vegans or coeliacs.

A varied and balanced diet and a healthy lifestyle are important. Check with a qualified health professional before using this product if you are under the age of 18, pregnant or nursing a baby, or if you have any known or suspected medical condition(s) and/or are taking any prescription or over the counter medication(s).

Store in a cool, dry place, out of direct sunlight and out of reach of children. Best before: see lid.

KBF Enterprises Ltd, Unit 1 Guinness Road Trading Estate, Guinness Road, Manchester, M17 1SB

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If something is not right, contact us and we will put it right. Unopened items can be returned within 30 days of delivery for a refund.

For food safety reasons we cannot resell opened supplements, so opened tubs are not returnable unless the product is faulty or was sent in error. This does not affect your statutory rights.

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