A $6B+ category with almost no mandatory disclosure requirements. Brands can blend cheaper proteins with expensive ones and call it "whey isolate." They can claim "third-party tested" using certifications that don't cover what you'd actually care about. They can be acquired by global conglomerates and keep the founder story on their website. We traced twenty brands across seven dimensions — the definitive dossier on a $10B category with almost no mandatory disclosure requirements. Here's what the shelf actually looks like.
28 brands scored across 7 dimensions · click any pin to jump to that brand
| Brand | Ownership | NSF Cert | Batch COAs | Artificial Sweeteners |
Blend Opacity |
Women- Founded |
Veteran- Owned |
Heavy Metals Risk |
Price / 25g Protein |
Overall |
|---|---|---|---|---|---|---|---|---|---|---|
|
Momentous
100% Whey Isolate
Momentous Inc. (VC-backed, independent)
|
Independent | ✓ | ✓ | ✓ None |
✓ Full disclosure |
— | — | LowCR 2024 / NSF | ~$2.10 per serving | High Transparency |
|
Protein Source
100% Whey Isolate
Grass-fed, cold-processed. No concentrate filler. PDCAAS 1.0. Owner
Momentous Inc.
VC-backed, independent. Founders in control. No conglomerate parent. Testing
✓ NSF Certified for Sport
✓ Batch COAs published ✓ No banned substances ✓ Heavy metals tested Key Finding
The green benchmark for the category. Premium price reflects genuine premium sourcing and testing. No transparency gaps found.
Heavy Metals
◆ Low
Whey isolate, NSF Certified for Sport, batch COAs confirm heavy metals tested per lot. Current whey line is the lowest-risk profile in this category.
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Transparent Labs
100% Grass-Fed Whey Isolate
Nutra Holdings (private, small operator)
|
Watch | ✗ | ✓ | ✓ Stevia only |
✓ No prop. blends |
— | — | LowCR 2024 type data | ~$1.75 per serving | High Transparency |
|
Protein Source
100% Whey Isolate
Grass-fed. 28g per serving. No concentrate blend. Stevia-sweetened only. Owner
Nutra Holdings
Acquired early 2020. Small private operator (also owns Jacked Factory). Founders no longer in control. Testing
✓ Informed Choice certified
✓ Batch COAs by lot # ✓ Ingredient + product HM testing ○ Not NSF Certified for Sport Key Finding
COA publication is the transparency standard most brands don't meet. Five years post-acquisition — product integrity maintained. Watch ownership.
Heavy Metals
◆ Low
Whey isolate, batch COAs published. Responded to CR; claims independent lab testing. Whey base is the lowest-risk protein type across all published studies.
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Optimum Nutrition
Gold Standard 100% Whey
Glanbia plc (Ireland) — since 2008
|
Conglomerate | ✗ | ✗ | ~ Ace-K, Sucralose |
~ Blend ratios hidden |
— | — | ModerateCR 2024 | ~$0.85 per serving | Yellow |
|
Protein Source
WPI + WPC + Peptides blend
Isolate listed first, but blend ratios not disclosed. Not pure isolate despite "100% Whey" branding. Owner
Glanbia plc
Irish dairy conglomerate. Also supplies ON's own whey — no independent supplier layer. Acquired 2008 for $315M. Testing
✓ Informed Choice certified
✗ No batch COAs published ✗ Not NSF Certified for Sport ✓ CR 2025: lead below detection Key Finding
Product is genuinely good — passes external testing. Concern is structural: Glanbia certifies its own whey supply. No independent audit layer.
Heavy Metals
◆ Moderate
Serious Mass: 202% of CR concern level AND 8.5µg inorganic arsenic/serving (2× CR limit). Gold Standard Whey: significantly lower. Product-specific risk — read the label.
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Muscle Milk
Protein Shake / Powder
PepsiCo / Gatorade — since 2019
|
Conglomerate | ✗ | ✗ | ✗ Sucralose (legacy) |
~ Casein blend history |
— | — | ModerateCR 2024 | ~$1.10 per serving | Red |
|
Protein Source
Milk Protein Blend (legacy)
Calcium & sodium caseinate + MPC historically. 2025 reformulation moves to ultra-filtered milk base. Owner
PepsiCo / Gatorade
Acquired by Hormel (2014), then PepsiCo (2019, $465M). Operates as Gatorade division portfolio slot. Regulatory History
✗ 2011 FDA warning letter (name)
✗ 2010 FTC review (advertising) ✗ CR 2010: Pb, Cd, As, Hg found ○ 2025 reformulation: improved Key Finding
Most documented regulatory history in the category. FDA said the name is misleading. FTC reviewed ad claims. Heavy metals episode never definitively resolved.
Heavy Metals
◆ Moderate
Pro Advanced Nutrition Shake: 128% of CR concern level. Dairy-based RTD format. Did not respond to CR 2024 inquiry.
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Legion Whey+
Grass-Fed Whey Isolate
Legion Athletics (Mike Matthews, independent)
|
Independent | ✗ | ✓ | ✓ Stevia only |
✓ Full disclosure |
— | — | LowCR 2024 type data | ~$1.95per serving | High Transparency |
Protein Source 100% Whey Isolate Truly Grass Fed™ certified. Sourced from small Irish dairy farms. Stevia-sweetened. No concentrate filler. Owner Legion Athletics (Mike Matthews) Founder-owned, independent. Matthews publishes financials publicly. No PE or conglomerate involvement. Testing ✓ Labdoor certified — no contaminants ✓ ISO 17025-accredited third-party lab ✓ Batch COAs accessible ○ Not NSF Certified for Sport Key Finding Green benchmark for transparency and sourcing. Labdoor testing independently confirms no amino spiking. The independence is genuine — not PE-backed "independence." Heavy Metals
◆ Low
Whey isolate, batch COAs published. No plant-protein products in main line. Whey-based powders averaged lowest contamination in CR 2024.
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|
Naked Nutrition
Naked Whey / Naked Pea
Naked Nutrition LLC (independent)
|
Independent | ✗ | ✗ | ✓ Zero sweeteners |
✓ 1 ingredient |
— | — | ModerateCR 2024 | ~$1.15per serving | High Transparency |
Protein Source Single ingredient Naked Whey: 100% grass-fed whey protein concentrate. No fillers, no sweeteners, no additives. What you see is exactly what you get. Owner Naked Nutrition LLC Independent, privately held. No PE backing confirmed. Radically minimal product philosophy maintained. Testing ✓ Third-party tested (Informed Choice) ✓ Heavy metals tested ○ Batch COAs not publicly published ○ Not NSF Certified for Sport Key Finding The minimal-ingredient benchmark. Single-ingredient products are the hardest to adulterate and the easiest to verify. Concentrate (not isolate) means lower protein density per gram — a real trade-off vs. Momentous. Heavy Metals
◆ Moderate
Whey line is lower risk. Plant-based Vegan Mass Gainer flagged at 7.7µg lead/serving — highest in CR 2024. Note: large 315g serving vs 30–50g standard; per-gram ratio comparable to category.
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|
NOW Sports
Whey Protein Concentrate
NOW Foods (family-owned since 1968)
|
Independent | ✗ | ✗ | ~ Varies by SKU |
✓ Simple formula |
— | — | LowCR 2024 type data | ~$0.65per serving | High Transparency |
Protein Source Whey Protein Concentrate Simple, clean formula. No proprietary blends. Some SKUs unflavored with zero additives. Lowest price-per-gram of any brand on this list. Owner NOW Foods Family-owned since 1968 (Bloomer family). 55+ years independent. No PE investment, no conglomerate acquisition. The longest genuine independence record in this category. Testing ✓ Informed Sport certified ✓ In-house testing lab (Analytical Research Labs) ○ Batch COAs not publicly published ○ Not NSF Certified for Sport Key Finding The value benchmark and longest-independent brand in the category. 55 years without a conglomerate buyer. Genuine mission-first company in a category where that's nearly extinct. Heavy Metals
◆ Low
Whey concentrate, no third-party flag in any published study. Dairy-based protein types consistently showed lowest contamination in CR 2024.
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Kaged
Whey Isolate
Portsmith Holdings (PE-backed)
|
PE-Backed | ✗ | ✓ | ✓ Stevia only |
✓ Full label |
— | — | ModerateCR 2024 type inference | ~$1.80per serving | Yellow |
Protein Source 100% Whey Isolate Cold-processed, micro-filtered. Stevia-sweetened. Clean label with full ingredient transparency. Garners consistent top marks from Garage Gym Reviews and independent testers. Owner Portsmith Holdings PE-backed acquisition. Founder Kris Gethin no longer in operational control. Watch: PE ownership typically accelerates exit pressure within 5-7 years. Testing ✓ Informed Sport certified ✓ Batch COAs available ✗ Not NSF Certified for Sport ○ PE ownership: watch reformulation risk Key Finding Product integrity currently strong. PE ownership introduces a structural watch condition. No reformulation detected yet — but the exit clock is running. Heavy Metals
◆ Moderate
Whey isolate products are lower risk. Plant-based line (pea/rice) falls into elevated-risk protein type. Plant-based powders averaged 3× more lead than whey in CR 2024.
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Ascent
Native Fuel Whey
Leprino Foods (world's largest mozzarella producer)
|
Watch | ✓ | ✗ | ✓ Stevia only |
~ Blend minor |
— | — | LowCR 2024 type data | ~$1.65per serving | Yellow |
Protein Source "Native Fuel" Whey Whey processed directly from milk (not cheese by-product). Marketed as minimally processed. NSF Certified for Sport. The product quality is genuinely good. Owner Leprino Foods The world's largest mozzarella producer (~$5B+ revenue). Privately held. Ascent is a direct-to-consumer extension of their dairy infrastructure. The "small family dairy" implied in marketing does not reflect the parent's scale. Testing ✓ NSF Certified for Sport ✗ Batch COAs not publicly published ✓ No artificial sweeteners ○ "Native whey" claim is real but minimally regulated Key Finding The parent-brand dissonance story. Good product, NSF certified — but Leprino Foods is a $5B+ industrial dairy operation. The "clean, mission-driven" aesthetic doesn't match the corporate reality. Heavy Metals
◆ Low
Whey-based (isolate and casein). Dairy-based powders showed lowest contamination in CR 2024 testing. No brand-specific flag.
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BSN Syntha-6
Ultra-Premium Protein Matrix
Glanbia plc — same parent as Optimum Nutrition
|
Conglomerate | ✗ | ✗ | ✗ Sucralose, Ace-K |
✗ 6-protein blend hidden |
— | — | ModerateCR 2024 — no response | ~$1.10per serving | Yellow |
Protein Source 6-protein matrix — ratios hidden Whey concentrate, isolate, casein, calcium caseinate, milk isolate, egg albumin. Ratios undisclosed. Contains dietary fat and fiber alongside protein — marketed as a "meal supplement" more than a pure protein. Owner Glanbia plc (Ireland) Same parent as Optimum Nutrition. Two of the top five brands by revenue are owned by the same Irish dairy conglomerate. Consumer who switches from ON to BSN for variety has not changed their supplier. Testing ✗ Not NSF Certified for Sport ✗ No batch COAs published ✓ Informed Choice certified ✗ Artificial sweeteners (sucralose + Ace-K) Key Finding The Glanbia duopoly finding: ON and BSN together dominate mass-market whey under the same Irish parent. The consumer perceives two competing brands. They are not competing — they share supply chain, manufacturing, and ownership. Heavy Metals
◆ Moderate
Did not respond to CR 2024 inquiry. No published heavy metals COA data. Mix of whey and plant products. Mars Inc. subsidiary.
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Dymatize ISO100
Hydrolyzed Whey Isolate
BellRing Brands (NYSE: BRBR) — Post Holdings spinoff
|
Conglomerate | ✓ | ✗ | ✗ Sucralose, Ace-K |
✓ Isolate ratio disclosed |
— | — | ModerateCR 2024 — no response | ~$1.20per serving | Yellow |
Protein Source #1 hydrolyzed whey isolate by US retail sales (Circana) 25g protein per serving, 5.5g BCAAs, 2.7g leucine. Genuine hydrolyzed isolate — the label is accurate. Product quality is legitimately good for the price. Owner BellRing Brands (NYSE: BRBR) Spun off from Post Holdings (cereal conglomerate) in 2019. Dymatize accounts for ~12% of BellRing's $2.3B FY2025 revenue (~$280M). Publicly traded — full financial transparency but no product-level COAs. Testing ✓ NSF Certified for Sport ✗ No batch COAs published ✗ Sucralose + Ace-K sweeteners ✓ Informed Choice certified Key Finding Product quality genuinely justified by data. The concern is structural: Post Holdings (cereal manufacturer) is two steps upstream. Watch for reformulation as BellRing manages margin pressure in a maturing category. Heavy Metals
◆ Moderate
Did not respond to CR 2024 inquiry. No published batch COA heavy metals data found. Mix of whey and plant products in lineup.
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Vega
Sport Premium Protein (Plant)
Danone SA (France) — via WhiteWave (2017)
|
Conglomerate | ✗ | ✗ | ✓ Stevia, natural |
~ Blend ratios hidden |
— | — | ElevatedCR 2024 | ~$1.55per serving | Yellow |
Protein Source Multi-source plant blend Pea protein, pumpkin seed, sunflower seed, alfalfa. Ratios of blend not fully disclosed. Plant proteins require combinations for complete amino acid profiles — Vega does this, but doesn't show the math. Owner Danone SA (Paris) French dairy multinational (~€27B revenue). Acquired WhiteWave (Vega's parent) for $12.5B in 2017. The "plant-based wellness" positioning is now owned by the same company that makes Evian, Activia, and Horizon Organic. Testing ✓ Informed Choice certified ✗ Not NSF Certified for Sport ✗ No batch COAs published ✓ Non-GMO Project verified Key Finding The plant-based brand paradox. Founded as a mission-driven vegan company. Now owned by France's largest dairy conglomerate. Formula has held, but the independence that built the brand's trust is gone. Heavy Metals
◆ Elevated
Premium Sport Plant-Based: 185% of CR concern level for lead. Plant-based, formerly China-sourced pea protein. Reformulated 2024 to US-sourced pea protein — current risk may differ.
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Truvani
Organic Pea Protein · Plant-Based
Independent (bootstrapped, self-funded)
|
Independent | ✗ USDA Organic |
✗ 3rd-party tested |
✓ None |
✓ Full disclosure |
◐Co-Founder | — | ModerateCR 2024 type (plant-based) | ~$2.50per serving | Yellow |
|
Protein Source
Organic Pea Protein + Brown Rice Protein
Multi-source plant blend. Pea protein is complete when combined with rice. USDA organic, non-GMO. No soy or dairy. Owner
Independent (bootstrapped)
Co-founded by Vani Hari (Food Babe activist) and Derek Halpern. Self-funded through 2024. No PE or conglomerate parent. 4,000+ retail stores including Whole Foods and Vitamin Shoppe. Testing
✓ Ingredient testing before production
✓ 3rd-party final product testing ~ USDA Organic certified ✗ No NSF certification ✗ No public batch COAs Heavy Metals
◆ Moderate
Plant-based (pea + rice). Organic certification means soil-accumulating crops — organic proteins averaged 3× more lead than non-organic in CLP 2023-24. No public batch heavy metal COAs. No specific CR 2024 flag.
Founder
♀ Female Co-Founded
Co-founded by Vani Hari (Food Babe) and Derek Halpern. Vani is the public face and chief ingredient advocate.
Key Finding
The most values-aligned independent in the plant-based space. Genuine third-party testing commitment but lacks the batch-level COA transparency of top-tier whey brands. Organic pea/rice = structurally elevated heavy metal risk.
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Ritual
Essential Protein · Plant-Based
Ritual Health Inc. (VC-backed, female-founded)
|
Independent | ✗ B Corp certified |
✗ Traceable sourcing |
✓ None |
✓ Full traceability |
✓Founder | — | ModerateCR 2024 type (plant-based) | ~$2.25per serving | Yellow |
|
Protein Source
Pea Protein Isolate + Pumpkin Seed Protein
Two-source plant blend. Traceable to specific supplier and country of origin — uniquely visible supply chain. No soy, no dairy, no gluten. Owner
Ritual Health Inc.
Founded 2015 by Katerina Schneider (solo female founder, still CEO). Raised $65M+ VC. Not acquired. B Corp certified. One of the most transparent supplement brands in the industry on sourcing. Testing
✓ Ingredient sourcing fully traceable (supplier + origin published)
✓ B Corp certified ~ In-house scientific team with clinical trial commitments ✗ No NSF for Sport certification ✗ No public per-batch COA heavy metals data Heavy Metals
◆ Moderate
Plant-based (pea + pumpkin seed). Plant proteins carry structurally elevated heavy metal risk. No published per-batch heavy metal COA. No specific CR 2024 brand flag. Traceable sourcing is a positive signal but does not substitute for contaminant testing data.
Founder
♀ Women-Founded
Founded and CEO: Katerina Schneider. Solo female founder. Built to $250M+ revenue. One of the few supplement companies with a female founder still in control at scale.
Key Finding
The category's transparency innovation leader. Ritual invented the visible supply chain for supplements — you can see exactly where each ingredient comes from. The gap: supply chain traceability ≠ third-party purity testing. No batch COAs.
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Sunwarrior
Warrior Blend · Plant-Based
Sunwarrior LLC (VC-backed, independent)
|
Independent | ✗ Informed Sport |
✗ None public |
✓ None |
✗ Prop blend |
— | — | ElevatedCR 2024 type (plant-based) | ~$2.20per serving | Yellow |
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Protein Source
Pea, Hemp Seed, Goji Berry Protein Blend
Multi-source plant blend marketed as "Warrior Blend." Ratios not fully disclosed. Pea + hemp offers good amino coverage but without disclosed ratios, you can't verify the protein quality claim. Owner
Sunwarrior LLC
Founded 2008 in St. George, Utah. VC-backed, remains independently operated. Pioneer of plant-based protein before the mainstream. No conglomerate parent. Testing
~ Informed Sport certified (some products)
✗ No NSF for Sport certification ✗ No public per-batch COA data ✗ Proprietary blend ratios not disclosed Heavy Metals
◆ Elevated
Multi-source plant blend (pea, hemp, goji). Plant-based powders averaged 3× more lead than whey in CR 2024; hemp protein specifically had some of the highest cadmium readings in CLP 2023-24. No published batch heavy metal data.
Key Finding
An OG plant-based brand that popularized the category, but hasn't kept pace with transparency standards. Proprietary blend is the core issue — you're buying a ratio you can't verify. Elevated heavy metal risk from multi-source plant blend.
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VitaHustle
ONE Superfood Shake · Plant-Based All-in-One
VitaHustle LLC (Hartbeat Ventures + Freedom Trail Capital)
|
Independent | ✗ No cert |
✗ None public |
✓ None claimed |
✗ "86 superfoods" blend |
— | — | ElevatedCR 2024 type (plant-based) | ~$3.00per serving | Yellow |
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Protein Source
Pea Protein + Quinoa Protein Blend
20g plant-based protein per serving. The product is designed as an all-in-one meal replacement, not a pure protein supplement — which is part of the transparency story. Protein-per-dollar is lower than dedicated protein powders. Owner
VitaHustle LLC
Co-founded 2022 by Kevin Hart (actor/comedian) and Ron "Boss" Everline (personal trainer). Backed by Hartbeat Ventures (Hart's own fund) and Freedom Trail Capital. Celebrity-fronted brand with genuine co-founder involvement — not just a licensing deal. Testing
✗ No NSF or third-party certification
✗ No published batch COA data ✗ No heavy metals testing disclosure ~ "86 superfoods" blend — proprietary ratios undisclosed Heavy Metals
◆ Elevated
Plant-based (pea + quinoa). Plant-based powders averaged 3× more lead than whey in CR 2024. The blend also includes greens and adaptogens — additional plant-material increases heavy metal exposure risk. No published batch heavy metal testing data.
Key Finding
A celebrity co-founded brand with genuine founding involvement, but the "86 superfoods" claim is marketing language for a proprietary blend with no disclosed ratios. Fast growth (1M+ units, Walmart + Vitamin Shoppe) without third-party testing infrastructure to match.
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Orgain
Organic Protein (Plant & Whey)
Nestlé Health Science — acquired 2022
|
Conglomerate | ✗ | ✗ | ✓ Organic stevia |
~ Blend partial |
— | — | ElevatedCR 2024 | ~$1.00per serving | Yellow |
Protein Source Organic pea + chia + brown rice blend USDA Organic certified. "Organic Protein" branding is accurate for certification. Amino acid profile of plant blend is complete but pea-heavy. Some SKUs contain 21g protein but only 10-11g from high-PDCAAS sources. Owner Nestlé Health Science Acquired Orgain in 2022. Nestlé also owns Garden of Life and Vital Proteins — three distinct "clean/organic" protein brands under one Swiss food giant. Consumer switching between them has not changed their supplier. Testing ✓ USDA Organic certified ✓ Non-GMO Project verified ✗ Not NSF Certified for Sport ✗ No batch COAs published Key Finding The Nestlé organic portfolio concentration finding. Orgain, Garden of Life, and Vital Proteins are three separate brands that appear to compete with each other. They are all owned by the same Swiss conglomerate. Heavy Metals
◆ Elevated
Organic Plant-Based Protein Powder: 143% of CR concern level for lead. Organic + plant-based protein = structurally elevated risk. Brand responded to CR, states products safe for daily use.
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Garden of Life
Sport Organic Plant-Based Protein
Nestlé Health Science — acquired 2017
|
Conglomerate | ✓ | ✗ | ✓ Organic only |
~ Blend ratios partial |
— | — | ElevatedCR 2024 | ~$1.40per serving | Yellow |
Protein Source Organic plant blend Pea, navy bean, lentil, garbanzo, cranberry, buckwheat, quinoa, amaranth, millet, chia, rice, oat. NSF Certified for Sport — one of the few plant-based protein brands to hold this. Formula integrity has held post-acquisition. Owner Nestlé Health Science (2017) Acquired for an undisclosed price. Nestlé's third protein brand alongside Orgain and Vital Proteins. The "garden" brand ethos sits oddly inside a $94B Swiss food conglomerate's health sciences division. Testing ✓ NSF Certified for Sport ✓ USDA Organic, Non-GMO ✓ Certified B Corp (retained post-acquisition) ✗ No batch COAs published Key Finding Retained B Corp certification post-acquisition — unusual. NSF certified — better than most plant-based brands. Nestlé ownership remains the structural concern: formula integrity today doesn't guarantee it in 5 years. Heavy Metals
◆ Elevated
Sport Organic Plant-Based: 564% of CR concern level for lead — CR recommends limit to once/week. Organic + plant-based = highest-risk combination in published testing.
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Premier Protein
Protein Powder / RTD Shakes
BellRing Brands (NYSE: BRBR) — #1 by US household penetration
|
Conglomerate | ✗ | ✗ | ✗ Sucralose, Ace-K |
✗ Protein blend opaque |
— | — | LowCR 2024 type data | ~$0.75per serving | Red |
Protein Source Milk protein concentrate + whey blend Protein source is functional but low-cost. 30g protein per RTD shake at $3-4 retail — appears high value. Powder: ratio of milk protein concentrate to whey not disclosed. Owner BellRing Brands — 85% of $2.3B FY2025 revenue ~$2B annual sales. Spun out of Post Holdings (cereal). #1 brand in US convenient nutrition by household penetration and market share. Sold primarily at Costco, Walmart, Target. Testing ✗ Not NSF Certified for Sport ✗ No batch COAs published ✗ Sucralose + Acesulfame K sweeteners ✗ No third-party certification Key Finding The volume leader with zero certification stack. More Americans consume Premier Protein than any other brand. Zero NSF, no COAs, no Informed Choice. Mass market penetration built entirely on price and distribution — not transparency. Heavy Metals
◆ Low
Whey/casein base. Dairy-based shakes showed lowest contamination in CR 2024 testing. No brand-specific flag published.
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Ghost Whey
Whey Protein Blend
Keurig Dr Pepper — acquired Oct 2024
|
Conglomerate | ✗ | ✗ | ✗ Sucralose, proprietary |
~ Blend opaque |
— | — | ModerateCR 2024 type inference | ~$1.65per serving | Red |
Protein Source Whey protein blend (concentrate + isolate + hydrolyzed) All three whey forms combined in undisclosed ratios. 25g protein per serving. Flavor innovation (Oreo, Cinnabon, Sour Patch Kids) is genuine — the formula transparency is not. Owner Keurig Dr Pepper — acquired October 2024 KDP is a beverage conglomerate (Dr Pepper, 7UP, Canada Dry, Snapple). This is their first sports nutrition brand. Ghost was built entirely on its "lifestyle brand" independence. That identity is now owned by the maker of Dr Pepper. Testing ✗ Not NSF Certified for Sport ✗ No batch COAs published ✗ Proprietary blend — ratios hidden ○ Heavy influencer marketing (Bodybuilding.com, YouTube) Key Finding The identity inversion. Ghost was the "anti-establishment" sports nutrition brand. It is now owned by Keurig Dr Pepper. The collaboration flavors (Oreo, Cinnabon) remain. The independence does not. Heavy Metals
◆ Moderate
Whey-based primary line but includes plant blend products. No published batch heavy metals COA. No brand-specific CR finding.
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MuscleTech
Nitro-Tech Whey
Iovate Health Sciences (PE-backed, Markham, Ontario)
|
PE-Backed | ✗ | ✗ | ✗ Sucralose, Ace-K |
✗ Multi-blend opaque |
— | — | ModerateCR 2024 — no response | ~$0.95per serving | Red |
Protein Source Whey protein concentrate + isolate blend Ratios undisclosed. "Nitro-Tech" framing implies advanced protein technology. The formula is a standard concentrate-heavy blend with creatine added — functional, but not premium. Owner Iovate Health Sciences PE-backed Canadian company. Also owns Hydroxycut (weight loss, multiple recalls) and Body Fortress. History of FTC consent decrees and class action settlements. Same parent as Body Fortress. Regulatory History ✗ Multiple FTC consent decrees (advertising) ✗ Class action: protein spiking allegations (glycine) ✗ Hydroxycut recalls (same parent company) ✗ No NSF, no COAs, no Informed Choice Key Finding The regulatory warning record. FTC consent decrees, protein spiking class action (amino acid inflation), and a sibling brand (Hydroxycut) with one of the most extensive recall histories in supplements. Iovate is a structural watch. Heavy Metals
◆ Moderate
Did not respond to CR 2024 inquiry. No published batch COA heavy metals data. Mix of whey and plant products.
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Body Fortress
Super Advanced Whey Protein
Iovate Health Sciences — Walmart house brand equivalent
|
PE-Backed | ✗ | ✗ | ✗ Sucralose, Ace-K |
✗ Blend fully opaque |
— | — | ModerateCR 2024 type inference | ~$0.50per serving | Red |
Protein Source Whey concentrate + isolate blend Cheapest price per gram on this list (~$0.50/serving). Lowest cost-per-gram reflects concentrate-dominant formula. Most affordable entry point in US mass retail. Owner Iovate Health Sciences Same parent as MuscleTech. Body Fortress is the value brand, sold almost exclusively at Walmart. Highest unit volume of any protein powder in US mass-grocery channels by some estimates — making it what most Americans actually buy. Testing ✗ Not NSF Certified for Sport ✗ No batch COAs published ✗ No third-party certification ✗ Iovate regulatory history (MuscleTech, Hydroxycut) Key Finding The mass-market volume story. What most Americans who buy protein powder at Walmart are buying. Zero certifications. Maximum reach. Same parent as the brand with the most FTC consent decrees in the category. Heavy Metals
◆ Moderate
Whey-based, budget tier. No NSF certification, no published heavy metals COA. No brand-specific flag but low testing transparency.
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Vital Proteins
Collagen Peptides / Whey Blend
Nestlé Health Science — acquired 2021 (majority stake from 2020)
|
Conglomerate | ✗ | ✗ | ✓ No artificial |
✗ Collagen PDCAAS = 0 |
— | — | ElevatedCLP 2023-24 | ~$1.50per serving | Red |
Protein Source Collagen peptides — PDCAAS = 0 Collagen is not a complete protein. It lacks tryptophan and has a PDCAAS of 0. The 20g protein per serving does not provide the amino acid value of 20g whey. Vital Proteins markets itself as a "protein" product using collagen math. Owner Nestlé Health Science Jennifer Aniston holds a titled executive role (Chief Creative Officer) and is the paid face of the brand — announced November 2020. No equity stake has been confirmed in public disclosures; the CCO role is a paid commercial arrangement. Nestlé acquired majority stake 2020, finalized 2021. Third Nestlé protein brand alongside Orgain and Garden of Life. Testing ✗ Not NSF Certified for Sport ✗ No batch COAs published ✗ Collagen ≠ complete protein ✗ CCO/endorser role — paid commercial arrangement, not confirmed equity Key Finding The collagen-as-protein misrepresentation. PDCAAS of 0 means collagen provides zero nutritional value as a protein supplement. Priced at a premium. Endorsed by a celebrity whose equity stake is not disclosed at point of endorsement. Heavy Metals
◆ Elevated
Collagen-based (bovine hide). CLP 2023-24: 26% of collagen powders exceeded CA Prop 65 thresholds. No third-party heavy metals certification published. LVMH-owned.
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MusclePharm
Combat Protein Powder
Publicly traded (Nasdaq: MSLP) — troubled history
|
Public / Troubled | ✗ | ✗ | ~ Sucralose (some SKUs) |
✗ 5-protein blend opaque |
— | — | ModerateCR 2024 — no response | ~$0.85per serving | Red |
Protein Source 5-protein "time-release" blend Whey concentrate, isolate, hydrolyzed, casein, egg albumin — ratios undisclosed. "Combat" brand positions this as elite athlete nutrition. The formula is generic multi-protein at mass-market price. Owner MusclePharm Corp (Nasdaq: MSLP) Publicly traded. Revenue has declined ~70% from peak. Former CEO Brad Pyatt: SEC investigation for insider trading. Company paid $4M to settle FTC charges over advertising claims. Filed multiple restatements. Legal / Regulatory ✗ $4M FTC settlement — false advertising ✗ SEC investigation — CEO insider trading ✗ Multiple financial restatements ✗ Revenue down ~70% from peak ($177M → declining) Key Finding The most documented legal and regulatory failure record in the category. SEC investigation of the CEO, FTC advertising settlement, financial restatements, declining revenue. Still on shelf at GNC and Amazon. Heavy Metals
◆ Moderate
Did not respond to CR 2024 inquiry. No published heavy metals COA. Mix of whey/plant. Regulatory and quality-control issues on record.
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Herbalife Formula 1
Meal Replacement / Protein Shake
Herbalife Ltd. (NYSE: HLF) — Multi-level marketing
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MLM / Public | ✗ | ✗ | ✗ Artificial sweeteners |
✗ Blend opaque |
— | — | ElevatedLegal record + CLP 2023-24 | ~$1.80per serving | Red |
Protein Source Soy protein isolate + whey Formula 1 is marketed as a meal replacement, not a pure protein supplement. 9g protein per serving — the lowest on this list. Price per gram of protein is among the highest when the MLM markup is factored in. Business Model Multi-Level Marketing (MLM) Products sold primarily through independent distributors who earn commissions. FTC investigated Herbalife for 2 years (2016-2018), ultimately securing a $200M settlement and requiring business restructuring — stopping short of a pyramid scheme ruling. Legal / Regulatory ✗ $200M FTC settlement (2016) ✗ FTC-mandated business restructuring ✗ Multiple FDA warning letters (label claims) ✗ Class actions: liver damage (kava-containing products) Key Finding The MLM model means price reflects distributor compensation, not product quality. $200M FTC settlement. Liver damage class actions (since resolved). The business model is a more significant red flag than the formula. Heavy Metals
◆ Elevated
Class action settlements over heavy metals in products (2018). Soy/pea plant formula. No independent third-party heavy metals certification published.
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Ancient Nutrition
Multi Collagen · Bone Broth Protein
Apax Partners PE (majority stake since 2020)
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PE-Backed | ✗ No cert |
✗ None public |
✓ None |
✗ Prop blend |
— | — | ElevatedCLP 2023-24 (collagen) | ~$2.80per serving | Red |
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Protein Source
Bone Broth Protein + Multi Collagen Complex
Collagen-based (bovine, chicken, marine). Collagen is not a complete protein — it lacks tryptophan. The "protein" claim obscures a product that won't support muscle synthesis the way whey or pea can. Owner
Apax Partners (London PE)
Dr. Josh Axe and Jordan Rubin founded the brand on functional nutrition principles. Apax Partners took majority ownership in 2020 for a reported $103M. Brand voice remains founder-forward while financials answer to PE. Testing
✗ No NSF certification
✗ No public batch COA data ✗ No independent heavy metals testing published ~ USDA Organic on some products Heavy Metals
◆ Elevated
Collagen-based (bovine hide and marine sources). CLP 2023-24 found 26% of collagen powders exceeded CA Prop 65 thresholds for lead. No published batch testing.
Key Finding
The collagen-as-protein reframe is the central issue: collagen is an incomplete protein sold at protein-powder prices. PE ownership in 2020 changed the incentive structure. No third-party testing transparency anywhere on the site.
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365 by WFM
Whey Isolate · Private Label (Amazon)
Amazon Inc. (acquired Whole Foods 2017)
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Conglomerate | ✗ No cert |
✗ None public |
✗ Varies |
✗ Minimal |
— | — | LowCR 2024 type (whey) | ~$1.30per serving | Red |
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Protein Source
Whey Isolate / Whey Concentrate / Pea Protein
Multiple SKUs. Whey base = lower heavy metal risk. Cheapest protein at Whole Foods. No sourcing transparency. Owner
Amazon Inc.
Whole Foods Market wholly-owned Amazon subsidiary since 2017 ($13.7B acquisition). 365 is Amazon's private-label supplement brand. No independent sourcing team, no transparency reports. Testing
✗ No NSF or third-party certification
✗ No published COA data ✗ No heavy metals testing disclosure ✗ No ingredient sourcing transparency Heavy Metals
◆ Low
Whey-based products carry the lowest structural heavy metal risk in the category. Not because of testing, but because of protein type — dairy base tests significantly lower than plant-based.
Key Finding
The Whole Foods house brand is Amazon's house brand — no independent sourcing, no testing transparency, no certification. Ironically the cheapest protein at the most expensive grocery store.
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Paleovalley
Whey + Colostrum / Bone Broth Protein
Paleovalley LLC — Founder-owned (Autumn & Chas Smith)
|
Independent | ✗ | ✗ | ✓ No artificial; monk fruit |
~ Blend ratio undisclosed |
◐Co-Founder | — | LowCR 2024 type data | ~$2.33per serving | Yellow |
Protein Source Whey Concentrate + Colostrum Blend (undisclosed ratio) The flagship whey product lists "Bovine Whey and Colostrum Blend" as a single ingredient — no ratio between the two components is published. Whey concentrate (not isolate) by design; brand argues minimal processing preserves native bioactives. Colostrum is immunoglobulins and growth factors, not protein in the conventional sense. Bone Broth line is collagen — PDCAAS = 0, same issue as Vital Proteins. Owner Paleovalley LLC — Founder-operated Co-founded 2013 by Autumn and Chas Smith, Erie, Colorado. No PE investment, no conglomerate acquisition, no outside funding rounds on record (Crunchbase). Genuinely independent — one of the few in a category where independence is nearly extinct. Also operates Wild Pastures (regenerative meat delivery). No exit announced. Testing ✗ Not NSF Certified for Sport ✗ No batch COAs published by lot number ○ Claims third-party pesticide testing (40+ pesticides) — not independently verifiable ○ No Informed Choice or Informed Sport certification ✗ No regulatory actions (clean record — but verification stack is thin) Credential Watch "Dr. Autumn Smith" — Doctor of Holistic Nutrition (2024) Holistic Nutrition doctorate is a private-institution credential — not a medical degree, not a registered dietitian (RD), not a research PhD. Brand marketing implies clinical authority that the credential does not confer. She holds a Masters in Holistic Nutrition from Hawthorn University and Certified FDN Practitioner and Certified Eating Psychology Coach certifications. The "Doctor" title amplifies health claims beyond the credential's scope. Heavy Metals
◆ Low
Grass-fed beef isolate. Animal protein bases tested significantly lower than plant-based across all CR 2024 and CLP 2023-24 findings. No brand-specific flag.
Founder
♀ Female Co-Founded
Co-founded by Autumn Smith (female co-founder) and Chas Smith. Husband-wife team. Autumn leads nutrition research and brand voice.
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NSF Certified for Sport, batch COAs published, no artificial sweeteners, grass-fed isolate. VC-backed and independent. Sets the floor for what protein supplement transparency can look like — the category's benchmark profile.
High TransparencyPublishes batch COAs by lot number. No proprietary blends — every ingredient listed with quantity. No artificial sweeteners or colors. 28g pure isolate per serving. Nutra Holdings acquisition (2020) is the one active watch condition.
Mixed Transparency — WatchThe world's bestselling whey protein earns its position — product genuinely holds up under external testing. The structural problem: owner Glanbia also supplies ON's whey. No batch COAs. "100% Whey" is a blend with undisclosed ratios.
Low Transparency — Regulatory HistoryMost documented regulatory history in the category. FDA said "Muscle Milk" is a misleading name (no milk). FTC reviewed advertising claims. Consumer Reports found heavy metals at or near USP limits. Now a PepsiCo/Gatorade portfolio entry.
High Transparency BenchmarkFounder-owned (Mike Matthews), Labdoor certified with no amino spiking detected, ISO 17025-accredited lab testing, full label disclosure. Truly Grass Fed™ sourcing from Irish dairy. The rare DTC brand that publishes its own financials publicly.
High Transparency — Minimal IngredientOne ingredient. No sweeteners, no fillers, no additives. Grass-fed whey concentrate at the lowest price point among green-zone brands. The minimal-ingredient standard the rest of the category ignores. No batch COAs, but there's almost nothing to hide.
High Transparency — Value BenchmarkFamily-owned since 1968 — the longest independence record in this category by two decades. Informed Sport certified, in-house analytical lab, simple formula. $0.65/serving. The only brand on this list where 55 years of ownership history is the proof of mission, not a press release.
Mixed Transparency — Watch OwnershipCurrently the cleanest mid-market whey isolate: stevia-sweetened, batch COAs available, Informed Sport certified, full label disclosure. PE acquisition by Portsmith Holdings is the single watch condition — the exit clock is running and reformulation risk rises on each year of PE ownership.
Mixed Transparency — Parent DissonanceNSF Certified for Sport, genuinely good product, "native whey" processing claim is real. The concern: Leprino Foods, the world's largest mozzarella producer (~$5B+ revenue), owns the brand. The clean, mission-driven aesthetic reflects none of that industrial scale. Good product. Misleading brand story.
Mixed Transparency — Blend Opacity + Credential InflationThe most genuinely independent brand in the category — founder-owned since 2013 with no PE or conglomerate acquisition. That's the green. The yellow: flagship whey product lists "Bovine Whey and Colostrum Blend" without disclosing the ratio between the two; colostrum is not conventional protein. Bone Broth line is collagen (PDCAAS = 0). No NSF, no batch COAs, pesticide testing claimed but not independently verifiable. Heavy social ad spend at $2.33/serving on a whey concentrate base suggests margin structure weighted toward acquisition. Co-founder "Dr." Autumn Smith holds a holistic nutrition doctorate — a private credential that marketing uses to imply clinical authority it doesn't confer.
Mixed Transparency — Glanbia DuopolySix-protein matrix with undisclosed ratios, artificial sweeteners, no COAs. Held by Glanbia plc — the same Irish conglomerate that owns Optimum Nutrition. The consumer who switches from ON to BSN perceives two competing brands. They share supply chain, manufacturing, and ownership. The competition is brand theater.
Mixed Transparency — Post Holdings LineageThe #1 hydrolyzed protein by US retail (Circana). NSF Certified for Sport. Product quality is legitimately justified by data. Parent company is BellRing Brands, spun out of Post Holdings — a breakfast cereal conglomerate. Sucralose and Ace-K sweeteners. No batch COAs. Good product, watch ownership trajectory as BellRing manages margin pressure.
Mixed Transparency — Plant Brand ParadoxFounded as a mission-driven vegan company. Now owned by Danone SA (France), a $27B dairy multinational, via the 2017 WhiteWave acquisition. Informed Choice and Non-GMO certified. No artificial sweeteners. The independence that built the brand's trust is gone — the formula has held, but the mission is now French dairy strategy.
Mixed Transparency — Nestlé OrganicUSDA Organic, Non-GMO certified. The #1 plant-based protein on Amazon. Acquired by Nestlé in 2022 — joining Garden of Life and Vital Proteins as three "clean/organic" protein brands under the same Swiss parent. Consumer switching between them has not changed their supplier. Nestlé's precision fermentation "Better Whey" launched under the Orgain brand in 2024.
Mixed Transparency — Watch NestléNSF Certified for Sport, USDA Organic, retained B Corp status post-acquisition — unusual for a brand absorbed into a major conglomerate. Acquired by Nestlé in 2017. Formula integrity has held for 7+ years. The concern isn't what has changed — it's what Nestlé controls going forward. Best-certified plant-based brand in this category.
Low Transparency — Volume Leader, Zero Certs~$2B annual revenue. #1 by US household penetration. More Americans consume Premier Protein than any other brand in this category. Zero NSF certification. No batch COAs. No Informed Choice. Sweetened with sucralose and Ace-K. The category's dominant brand is also the category's least transparent. Owned by BellRing Brands (Post Holdings spinoff).
Low Transparency — Identity InversionBuilt its entire brand identity on independence, transparency, and anti-establishment positioning. Acquired by Keurig Dr Pepper in October 2024. KDP makes Dr Pepper, 7UP, Canada Dry, and Snapple. Ghost's Oreo and Cinnabon collaborations remain. The independence does not. No NSF, no COAs, undisclosed blend ratios.
Low Transparency — Regulatory RecordMultiple FTC consent decrees for advertising violations. Class action alleging protein spiking with glycine. Same parent company (Iovate) as Hydroxycut — one of the most recalled supplement brands in US history. No NSF, no COAs, no Informed Choice. Mass-market pricing that reflects none of the regulatory cost built into premium brands.
Low Transparency — Mass Market Zero StackThe brand most Americans who buy protein powder at Walmart are actually buying. Highest unit volume in US mass-grocery channels. $0.50/serving. Zero certifications — no NSF, no Informed Choice, no COAs. Same parent as MuscleTech (Iovate), with its documented FTC and recall history. The gap between volume and accountability is widest here.
Low Transparency — Collagen Is Not ProteinCollagen has a PDCAAS of 0. It is not a complete protein. Twenty grams of collagen peptides does not deliver the amino acid value of 20g whey. Vital Proteins markets itself as a protein supplement using collagen math. Jennifer Aniston holds the CCO title and is the paid face of the brand — no equity stake has been confirmed in public disclosures. Now owned by Nestlé — the third Swiss-parent protein brand alongside Orgain and Garden of Life.
Low Transparency — Legal & Regulatory Failure$4M FTC settlement for false advertising. SEC investigation of the CEO for insider trading. Multiple financial restatements. Revenue down ~70% from peak. Still on shelf at GNC and Amazon. The most documented legal and regulatory failure record in this category — a company that has been systematically held to account and continues operating with the same disclosure gaps.
Low Transparency — MLM Structure$200M FTC settlement. Required business restructuring mandated by regulators. Multiple FDA warning letters. Class actions tied to liver damage in kava-containing products. The business model — MLM, where price reflects distributor margin compensation not product cost — is a more significant finding than the formula. 9g protein per serving at $1.80: the worst value on this list by any metric.
Three companies — Glanbia, Nestlé, and BellRing Brands — own seven of the top twenty brands in this category. A consumer buying "the best protein powder" by switching between Optimum Nutrition, BSN, Dymatize, and Premier Protein has a high probability of buying from Glanbia or BellRing regardless of which brand they choose. The illusion of choice in a consolidated market is the defining structural finding here.
The second finding is the acquisition of credibility brands. Orgain, Garden of Life, Vital Proteins, Vega, and Ghost were each built on mission-driven or independent positioning. They are now owned by Nestlé, Nestlé, Nestlé, Danone, and Keurig Dr Pepper respectively. The clean-label ethos was acquired with the brand. The conglomerate strategic logic is the same in every case: buy the trust, inherit the distribution.
The third finding is the certification gap at the top of the volume stack. Premier Protein — the #1 brand by US household penetration — holds zero third-party certifications. Body Fortress — the highest-volume brand in mass grocery — holds none either. The brands most people actually buy are the least verified.
Glanbia plc (Ireland): Optimum Nutrition, BSN Syntha-6 — plus Isopure as a third brand. The Irish dairy conglomerate is also ON's own whey supplier, meaning there is no independent audit layer between the brand and its ingredient source.
Nestlé Health Science (Switzerland): Orgain (2022), Garden of Life (2017), Vital Proteins (2021). Three distinctly positioned brands — organic/plant, superfood/certified, collagen/lifestyle — all owned by the same $94B Swiss food company.
BellRing Brands / Post Holdings: Premier Protein, Dymatize. Together ~$2.3B FY2025 revenue. Post Holdings (cereal) is the ultimate parent. BellRing was spun off as a separate public company in 2019.
Iovate Health Sciences (PE-backed, Canada): MuscleTech, Body Fortress, Hydroxycut. The most documented regulatory record of any ownership group in this category.
Keurig Dr Pepper: Ghost (October 2024). A beverage conglomerate now operating its first sports nutrition brand — built entirely on the independence identity it just extinguished.
In October 2025, Consumer Reports tested 23 protein powders and ready-to-drink shakes across the market. The headline finding: more than two-thirds of products contained more lead in a single serving than CR's food safety experts consider safe to consume in a day — some by more than 10 times. A January 2026 follow-up tested five reader-requested brands and found all five below CR's threshold, demonstrating that low-contamination manufacturing is achievable. The problem is not soil chemistry — it's industry choice.
The structural driver is protein source. Plant-based proteins averaged nine times the lead of dairy-based proteins like whey, and twice the lead of beef-based products. Pea, rice, and hemp proteins accumulate heavy metals from soil more efficiently than animal-derived proteins. The FDA has set no enforceable limits for heavy metals in dietary supplements — only "interim reference levels" that are targets for industry, not requirements. A brand can sell a product at 1,500% of CR's safe threshold without violating any regulation.
CR's threshold is 0.5 micrograms of lead per daily serving — derived from California's Proposition 65 standard for reproductive toxicity. The FDA's own interim reference levels are higher (2.2 mcg/day for children, 8.8 mcg/day for women of childbearing age), and industry groups have used that gap to argue CR's threshold is too conservative. The dispute about which threshold is correct does not resolve the underlying fact: there is widespread heavy metal contamination in this category, the FDA is not requiring disclosure, and most brands are not publishing heavy metals test results for their specific lots.
| Brand on This Page | Protein Type | CR Lead Finding | CR Recommendation |
|---|---|---|---|
| Naked Nutrition Vegan Mass Gainer |
Plant-based | ~7.7 mcg per serving — 1,570% of CR threshold | Avoid |
| Garden of Life Sport Organic Plant-Based |
Plant-based (pea/rice) | 400–600% of CR threshold per serving | Limit to once/week |
| Premier Protein Chocolate Shake (RTD) |
Dairy / Whey | Tested January 2026 — below CR threshold | Safe for daily use |
| Ritual Essential Protein Daily Shake |
Plant-based (pea) | Tested January 2026 — below CR threshold | Safe for daily use |
| Vega Sport Premium Protein |
Plant-based | Not in CR test set — plant-based profile, high-risk category | No data — watch |
| Orgain Organic Protein |
Plant-based (pea/brown rice) | Not in CR test set — plant-based profile, high-risk category | No data — watch |
| Optimum Nutrition, BSN, Dymatize, Ghost, Ascent, Momentous, Kaged, Legion, Transparent Labs, Paleovalley, NOW Sports | Dairy / Whey | Not in CR test set — dairy-based profile, lower-risk category | Not tested |
Co-founded by Vani Hari to out-practice what she preaches. Full ingredient disclosure, 3rd-party tested, no artificial anything. The gap: no NSF cert and no public batch COAs mean you're trusting their word, not their data.
Mixed Transparency — Certification GapFemale-founded, B Corp, with the supplement industry's most visible supply chain. Every ingredient traced to source. The gap: traceability ≠ purity testing. No NSF cert, no batch COAs for heavy metals. Best story in the category — testing would seal it.
Mixed Transparency — Blend OpacityThe OG plant-based brand — founded 2008, pre-mainstream. Good ingredient ethos, no artificial sweeteners, Informed Sport on some products. The problem: proprietary blend means you can't verify ratios, and no batch COAs means you're trusting the label on heavy metals.
Mixed Transparency — Blend Opacity + No TestingKevin Hart and Ron Everline co-founded this — not just endorsed it. Genuine hustle story. But "86 superfoods" is a proprietary blend with no disclosed ratios, no NSF, no batch COAs, and plant-based pea protein carries structurally elevated heavy metal risk. The brand grew faster than its testing infrastructure.
Low Transparency — PE Ownership + OpacityBuilt on Dr. Axe's functional nutrition credibility, now majority-owned by Apax Partners PE. The "protein" marketing obscures that collagen is an incomplete protein. No batch COAs, no NSF, no heavy metal testing data published — and PE ownership means margin pressure on ingredients.
Low Transparency — No Testing, ConglomerateThe Whole Foods house brand is Amazon's house brand — no independent sourcing, no testing transparency, no certification. Ironically the cheapest protein at the most expensive grocery store. Whey base means lower heavy metal risk than the organic plant-based options alongside it.