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Transparency Matters

You wouldn't put the wrong fuel in your car, so why would you put supplements that cut corners with their ingredients in your body?

The sports nutrition market has more suppliers in it than ever before, but some suppliers are looking to profit by not being 100% transparent about their ingredients.

GoNutrition® is shaking up the fitness industry with its pioneering 100% transparency policy.

You won't find cheap fillers in our products, you won't find us faking the protein levels by adding cheap amino acids and you won't find us hiding the exact ingredients of our protein blends, greens powders or amino acid formulas behind so-called proprietary blends.

What you will find is competitively priced sports nutrition with none of the fakery. When we launched GoNutrition® we wanted to be different to the rest. Instead of resorting to some of the dirty tricks used by others in the sports nutrition market, we wanted to be open and honest with our customers.

3 Reasons why we lead in transparency

100% ingredients transparency

We're the only sports nutrition retailer to tell you exactly what's in our products and at what levels. We don't use tiny quantities of expensive active ingredients to make them look better.


No cheap fillers

We don't add cheap fillers or inferior ingredients to bulk out our products and make them cheaper to produce. We use top quality ingredients and tell you exactly how much of each you're getting.


No protein spiking

Unlike some rivals, we don't add glycine, taurine or other cheap amino acids to products to make the protein levels look higher than they really are when the protein levels are tested.

100% ingredients transparency

Is there a transparency problem in sports nutrition?

Yes. Some suppliers make it look like their products contain expensive and desirable ingredients, but add them in tiny quantities just so they can list them as an ingredient on the packaging.

This means they can make a product from cheap ingredients and add small quantities of expensive ones to make the product appear like a bargain, when it's actually not.

How do they do this?

Most people know that food ingredients need to be written in descending order of the amount present, but the ingredients listing doesn't have to tell you exactly how much of each ingredient has been added.

Instead, suppliers are allowed to hide their secret recipes behind something the sports nutrition industry calls a "proprietary blend". The components within the blend still need to be listed.

What is a "proprietary blend"?

In the sports nutrition industry a proprietary blend is a way of including a series of ingredients without stating the exact amount or proportions present.

They're used as a way of making a product look better than it really is. You can find out more about proprietary blends on our blog.

Why does it matter to me?

Not all ingredients are created equal: some are more effective than others, some are expensive and some are cheap.

You could be paying too much for products that contain larger quantities of cheaper ingredients, which could mean the products are less effective.

How is GoNutrition® different?

We never add cheap fillers to our products and because we're the only sports nutrition supplier in the market to give a full breakdown of the ingredients in our products, including the exact amounts present, you know exactly what you're paying for, and that we're not ripping you off.

If a supplier doesn't tell you exactly what proportion of ingredients they're adding, could it be because they're trying to hide something from you?

No cheap fillers

Why do some suppliers add cheap fillers to their products?

The sports nutrition market is extremely competitive, the ingredients are often expensive to buy and profit margins for retailers can be very low.

To increase their profits, some rival sports nutrition suppliers add cheap fillers to their products and only add small amounts of the more expensive and desirable ingredients.

They trick people into paying more for products that are much cheaper to produce.

Which sports nutrition products most commonly contain fillers?

The sports nutrition products most likely to contain cheap fillers are protein and amino acid blends. With protein blends you'll often find cheaper non-dairy proteins such as soy protein being added in large quantities, while in amino acids blends it's most common to see large amounts of cheaper glycine and taurine added to bulk them out.

What's wrong with using fillers?

Cheaper amino acids such as glycine and taurine are often added to amino acid blends because they cost a lot less, but they're also much less effective than the essential amino acids. You'll get more for your money by buying a purer product made from more of the essential amino acids.

With protein blends, large quantities of cheap soy protein are often added. However, although it's still protein, soy is a less expensive protein source than whey protein concentrate or isolate.

Which sports nutrition products use this trick?

The use of proprietary blends tends to be most commonly seen in protein blends and amino acid blends. They list something like "Protein blend (Soy Protein Isolate, Whey Protein Concentrate, Whey Protein Isolate, Whey Protein Hydrolysate)" on the ingredients.

However, you'll have no idea whether you're getting 250g of cheap soy protein and just 1g of the other expensive whey proteins...

Why is GoNutrition® any different?

We never use proprietary blends. We're the UK's only sports nutrition supplier to give you a full breakdown of our active ingredients which makes us the industry's most transparent supplier.

With any GoNutrition® protein or amino acid blend you can simply look at the ingredients listing and find out exactly what you're paying for.

No protein spiking

What's protein spiking?

Protein spiking is a dirty trick used by some other suppliers in the sports nutrition market.

It's a cunning way of tricking any laboratory which tests the protein content of the product into thinking it contains more protein than it really does.

The supplier then claims a higher protein content to make the product sound more impressive.

How does protein spiking work?

Protein spiking is usually achieved by adding cheap amino acids such as taurine and L-glycine to a protein blend.

Like the more expensive essential amino acids or Branched Chain Amino Acids (BCAAs), taurine and glycine are high in nitrogen.

That means that when the protein content is tested they give a false positive reading, which suggests the product contains more protein than it really does.

How can I avoid spiked products?

The easiest way to avoid spiked protein is to look for the presence of taurine and L-glycine on the ingredients panel.

While it's perfectly acceptable for these ingredients to be present, especially if the supplier tells you the amount added or if the product is a budget blend and is priced accordingly, their presence can also be a potential warning sign that the supplier might be faking the protein content of their protein blend.

What does GoNutrition® do?

GoNutrition® doesn't use protein spiking. You won't find us adding taurine or L-glycine to our products in an attempt to fake the protein content.

We do add some cheaper amino acids to our budget products, such as Essential Protein, but these still have some benefit, and we're very open about the small amount added and we're not using these ingredients to fake the actual protein content of the product.