Why Protero is starting a new chapter
At Protero, we are convinced: protein should be treated like a food – not like a flavored chemical product.
With the start of 2026, we are making this claim more visible than ever before.
Our relaunch is not a change in trend. We are not adding new flavors, changing recipes, or promising anything new. Instead, we are creating clarity – for all those who genuinely want to live a fit and healthy life and make no exceptions when it comes to protein. Because giving up fast food, processed foods, and sugar while consuming artificial sweeteners and additives in protein powder every day simply doesn't make sense.
Here we show an example of what is contained in conventional protein powder at a minimum. The list often extends with E-substances: stabilizers, preservatives, anti-caking agents (to prevent clumping) and fillers like empty fibers to cost-efficiently lower the protein content.
This was and will never be Protero's practice. We go so far as to ban Stevia, because how "natural" it is, is debatable. Our principles are and remain:
- 100% natural ingredients
- no additives or only sunflower lecithin (otherwise solubility is not possible)
- no soy
- no stevia
- Stated protein values are clearly achieved and are central to the packaging as a percentage (= in dry matter)
What has changed: New packaging, clearer communication
In recent years, we have observed a development that has made us think.
Many people consider protein powder a natural part of a "clean" diet – without questioning how highly processed most products actually are. Artificial sweeteners, flavors, fillers, and technical aids are often standard there, but are barely understandably recognizable on the packaging.
Our new packaging addresses exactly this.
- Calmer, minimalist look
- Focus on ingredients and protein value
- Clear positioning of protein as food
What is slightly changing: Our recipes
The sourcing of ingredients is again mainly from Ireland, supplemented by New Zealand and Brittany. This ensures guaranteed pasture-fed milk from the full grazing system, but the following has improved:
- Creamier, thicker texture
- Milder milk taste
- We are venturing into new flavor variations completely without added sweetness. Sweetness is a flavor carrier without which fruit powders can taste bland. However, we are hoping for the sensitive taste receptors of our customers or their understanding to choose a sweetness themselves.
The relaunch is supported by three principles we have worked out.
The three pillars of the Protero Relaunch
1. Protein should be treated like food
Many protein powders are designed to taste like desserts. Their intensity and texture come from artificial sweeteners, flavors, and functional additives.
Protero takes a different approach.
If an ingredient doesn't belong in a normal kitchen, it doesn't belong in our protein.
This way, protein can be used like a real food – in shakes, yogurt, soups, or baking – without excessive sweetness or artificial aftertaste.
Protein doesn't have to taste like cake to be useful.
2. Sweetness is a choice – not a standard
One of the most frequent questions we get is why our products aren't sweeter.
Our answer is deliberate:
We don't want to decide for our customers how intense something should taste.
By avoiding artificial sweeteners and flavor enhancers, we give control back. Some sweeten with honey or dates, others with Stevia, birch sugar or even sucralose – and still others not at all.
This approach promotes a more conscious use of ingredients and sweetness, whether natural or artificial, and helps to make taste receptors more sensitive again.
3. Radical transparency in ingredients and protein values
Many products look promising on the front – and get complicated on the back.
At Protero, we reverse this principle.
Our ingredient lists are short, understandable, and clearly named. No hidden mixtures, no technical jargon, no unnecessary additives.
The protein content is the focus. 80g of protein per 100g of powder is a tax hurdle without additives, which can mean several euros in price. It is calculated on a dry matter basis, meaning a few grams of naturally occurring moisture are deducted. 77g of protein per 100g of protein powder is therefore actually 79-80g.
This makes our products easier to explain, more trustworthy, and better integrated into an informed, conscious diet.
A clearer expression of what we have always stood for
The Protero relaunch is not a new beginning in the sense of a change of course.
It is a new beginning in communication.
New packaging. Clearer language. The same uncompromising attitude.
We are convinced: honesty is not a trend, but a long-term decision. And we look forward to taking this next step together with our customers.