Raza Bashir is the Chief Innovation Officer (CIO) for Iovate https://www.iovate.com/. Iovate owns some of the world’s most famous and influential brands, such as:
- Muscletech / https://www.muscletech.com/
- Hydroxycut / https://www.hydroxycut.com/
- Six Star / https://www.sixstarpro.com/
- Purely Inspired / https://www.purelyinspired.com/
Raza’s role as CIO for Iovate for the past 15 years has not just led Iovate to be one of, if not the world’s most innovative collection of brands, but many in the industry believe Raza to be one of the leaders when it comes to innovation in the world of sports nutrition.
Raza is always searching, researching, and looking for new, cutting-edge products backed by science to formulate to keep the Iovate brands relevant and leaders, not followers, in sports nutrition. In an interview with Drew Campbell, President and co-founder of NiHTEK® at the International Society of Sports Nutrition (ISSN) early this year, Raza discusses how he has tried thousands of proteins at this time.
From finished and flavored formulations to raw materials, he is considered by many to be the authority on evaluating and approving new protein and sports nutrition ingredients.
In Raza’s own words about NiHTEK’s new innovative branded protein ingredient, Hydrolyzed NiHPRO™ Protein Isolate, he could not believe it was not whey protein. He said, “Wow, I cannot believe that is not dairy-based whey protein.”
Raza has approved NiHPRO™ as a premium protein ingredient to work with, and later this year, a new protein line will be introduced in the Muscletech range of products. Muscletech’s new protein line, formulated with NiHPRO™, will be the first Muscletech protein to be 100% allergen, lactose, dairy, and sugar–free.
It will also have an equal taste, mouthfeel, and amino acids to whey protein. Raza finished the interview and review on camera with Drew, together with Rich White, NiHTEK’s International Director Of Sales NiHPRO’s strawberry-flavored prototype, by saying #NoWayItsNotWhey
We thank Raza for his kind words and unbiased assessment of NiHPRO™ and look forward to working closely with Iovate, as well as other leading brands and manufacturers worldwide, as NiHPRO™ sets to revolutionize and disrupt the protein world as the first PROTEIN FOR EVERYONE!
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