Optimum Nutrition's 100% Whey Protein Gold Standard is a great all-around whey protein supplement and one of the best-known products in this category. Competitors and imitators trying to duplicate its success have long-wondered what made Gold Standard such a favorite in the market. Protein-wise, Gold Standard is top-notch and compares with the best products, featuring of whey isolates, whey concentrates and whey peptides that combine to deliver 24 grams of protein per serving. The fat and lactose content of Gold Standard is naturally very low as it is in most whey protein powders. Optimum Nutrition has added ultra fast-absorbing whey peptides (HYDROWHEY®) to Gold Standard increase its biological value. No matter what flavor you pick, you'll get at least 5 grams of BCAAs to help preserve muscle mass and strength along with glutamine peptides for immune, intestinal, and anabolic support. But as retailers of Gold Standard we have the impression that, as good as it is, it's really not the protein content or peptides that have made it such a popular line. We know that customers find this to be one of the easiest protein powders to use. That's because Optimum has 'instantized' powder thru a process that makes it mix up very easily, even with just a spoon. Of course, there are plenty of other instantized protein powders too. We think the success of Gold Standard is well-deserved and not very surprising. Unlike most other brands, Optimum made the investment necessary to offer Gold Standard in a much wider range of flavors than most whey protein brands, 22 flavors in all. The great thing is that each flavor has a similar nutrition profile so you can change flavors at any time without giving up anything nutritionally. And you will want to change up you flavors every now and then. A typical Gold Standard customer is an experienced trainer or athlete who has been using protein supplements for a very long time. They're tired of vanilla, chocolate and strawberry. And really, who isn't? The same old flavors get boring. But you don't stop needing protein. Try something different, try a new flavor of 100% Whey Gold Standard today and see why it's going to remain one of the top protein powders on the market and 22 steps ahead of the competition.