“In the past, protein powders made my stomach uneasy. Or they tasted like shit. Which made me stop using them. With the new Animal WHEY, I finally found a protein that tastes good, mixes easily and that has the digestive enzymes I need to process it right. That’s a huge factor for me. If you want to be the best, you have to be backed by the best. You have the use the best. And that’s Animal WHEY.” – Frank “Wrath” McGrath, IFBB Pro Basic. To some this means simple, trivial and common… Nothing to get excited about. To others, the basics are absolutely vital. They are essential and critical. You simply can’t live without them. In the inner circle of the world’s most dedicated weightlifters and bodybuilders, protein is one such necessary basic. It is the primary fuel for new muscle growth. And as such, it is placed at a premium. Chicken, steak, tuna and eggs. Meals featuring these popular whole food protein sources are consumed, quite literally around the clock, by serious trainers, each striving to hit a daily quota in protein grams that they’ve deemed necessary to reach their muscle-building goals. It takes pre-planning and hours of food prep. And that can also mean a lot of chewing. It seemed there had to be a reasonable means of helping to simplify that process, ensuring diehard trainers could hit their protein number every day. The rise and emergence of the nutritional products industry brought protein powder into the mainstream, turning average protein powders from chalky cans of undrinkable sludge into delicious fitness smoothies. Shaker cups were everywhere. Protein powder was in seemingly every household. But as the category exploded, quality diminished in the pursuit of better taste and wider margins. As a result, Animal-one of the most respected brands in the trenches of the iron sports, never truly entered the protein game in earnest. If it couldn’t be done right, we wouldn’t do it at all.