Optimum Nutrition's 100% Whey Protein Gold Standard is one of the most recognized whey protein supplements in this overcrowded category. Competitors and imitators trying to duplicate Optimum Nutrition's success have long-wondered what made Gold Standard such a favorite in the market. It's really a question of getting everything right nutritionally, and then giving the customer a nice broad selection of flavors to choose from. That's a big deal because the same old chocolate, vanilla and strawberry options get old quick when you use whey protein shakes day in and day out. With an unbelievable 22 flavors to check out and more coming out all the time, this is one whey shake line that won't bore you into slacking on your protein intake.In terms of protein, Gold Standard had what most whey users want; a blend of whey isolates, whey concentrates and whey peptides. In total, you get 24 grams of protein per serving, about as much as 4 eggs while the cholesterol, fat and lactose content of Gold Standard is very, very low. The ultra fast-absorbing whey peptides (HYDROWHEY®) Optimum Nutrition has added to Gold Standard increase its biological value (an indicator of how easily and completely the body can utilize a protein), which is another nice touch. No matter what flavor you pick, you'll also get at least 5 grams of BCAAs to help preserve muscle mass and strength along with glutamine peptides for immune, intestinal, and anabolic support. So sure 100% Whey Gold Standard is great for building lean body mass, but there are some other things people appreciate about it. For one thing, customers tell us that Gold Standard is one of the easiest protein powders to use. That's because Optimum has 'instantized' so it mixes up very easily, even with just a spoon. Another great thing is that each flavor of 100% Whey Gold Standard has a similar nutrition profile so you can change flavors at any time without giving up anything nutritionally. This is a major plus since you'll most likely want to, or even need to, to change up you flavors every now and then. With Gold Standard, you don't have to go off searching for a completely new product to have a completely new taste. A typical 100% Whey 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. 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.