Applied Nutrition has made a major announcement, or technically a teaser, for the U.S. market that is long-awaited news if you’re at all familiar with its original, extensive selection of supplements in the United Kingdom and Europe. Very early on in Applied’s campaign to tackle the American market, it started introducing products exclusively made or at least branded for the country rather than bringing over some of the similar hits it already had available.
A great example of this would be the protein supplements, the ABE-branded ABE Whey ISO and the blend-style, whey and milk combination Hybrid Protein. These were the core competitors for Applied Nutrition in the U.S. in the saturated category of protein powder. It was always surprising that the brand’s signature Critical Whey was never brought on for that spot, although after all these years, it finally looks like the product is being given the chance.
Applied Nutrition has shared a teaser and clearly stated alongside it that the delicious, quality, and great-value Critical Whey protein powder is launching here in America, and we look forward to seeing the sort of impact it has. We’re not sure of the sizes, flavors, and prices, but it will rely on the same core formula Critical Whey has in more than 85 countries it’s currently present, a formula that was actually made even better near the end of last year.
For those not familiar with Applied Nutrition’s Critical Whey, it brings together whey concentrate, isolate, and hydrolyzed whey for 24g of quality and complete protein per serving and around 120 calories. It has a huge selection of flavors and sizes, and to give you an idea of value, the cost of its 4.4lb tub in the U.K. from the likes of Amazon is £46.50 (62.69 USD), and Tesco has a 1.8lber for £25 (33.70 USD), which will make it an interesting entry in the U.S.