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05/23/2022

Natreve’s animal-free whey protein powder hits The Vitamin Shoppe shelves

Mooless, an animal-free whey protein powder, is available in vanilla bean cupcake, chocolate fudge brownie, cookies and cream, and strawberry shortcake flavors.
Gisselle Gaitan
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Natreve is continuing to expand its mission of providing consumers with ocean-forward wellness products with a new launch and distribution channel.

The brand has rolled out its Mooless animal-free whey protein powder at more than 690 The Vitamin Shoppe stores in the United States and online.

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Designed to deliver on the growing need of high-quality, animal-free protein powders, Natreve’s Mooless line provides the taste and texture of traditional whey protein but with a markedly lighter environmental footprint, the brand said.

“Our mission of becoming the most sustainable wellness brand on the planet is an ambitious one that is now being realized through the launch of Mooless,” said Roland Radu, CEO of Natreve. “To say that we are excited to see Mooless at The Vitamin Shoppe and in shopping carts today — both online and in physical stores — would be a massive understatement. With Mooless animal-free whey protein powder, Natreve now provides even more options for people to invest in their health while protecting the health of our planet.”

Made with Perfect Day’s animal-free whey protein through precision fermentation and without any animal inputs, Mooless is free of hormones, lactose and gluten. It contains 20 g of protein, 4.6 g of BCAAs and a full spectrum of digestive enzymes per serving, the company said.

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At The Vitamin Shoppe, we are committed to the highest levels of quality, innovation and expertise for our customers. Natreve and its revolutionary Mooless product deliver on all of those values, bringing a truly breakthrough idea to the whey protein category,” said Sharon Leite, CEO of The Vitamin Shoppe. “We are thrilled to be the first retailer to offer Mooless, a product that helps both consumers and the planet thrive by creating a more sustainable source of healthy nutrition. Bringing innovation in formulas, flavors and formats to our consumer, such as Mooless, continues to propel our sports nutrition category forward.”

Available in vanilla bean cupcake, chocolate fudge brownie, cookies and cream, and strawberry shortcake flavors, Natreve’s Mooless will be expanding its distribution to additional retailers in the coming months.

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