Word From The President: Drew Campbell, CISSN
As the President and Co-Founder of NiHTEK, I take pride in our innovation and creation of the world’s first Protein For EveryBODY, NiHPRO®. At NiHTEK, we’ve always focused on what truly matters—the quality protein that delivers results, not just hype.
The Hype Train of "Plant-Based" Protein Is Over
The rise and fall of “plant-based” companies like Oatly and Beyond Meat serve as cautionary tales for the entire protein industry. Fueled by buzzwords like “plant-based” and “sustainable,” these companies have lost 98% of their share value on the stock exchange and, shockingly, never once turned a profit. Their downfall indicates what happens when you prioritize hype over substance.
Even Impossible Foods, with its “Impossible Burger,” relies heavily on GMO-laden ingredients and fillers. While marketed as sustainable, these products are far from healthy or sustainable. They are overpriced and overly processed and often fail to deliver the nutritional value consumers expect.
These “plant-based” foods and beverages are riddled with issues—from poor protein quality to questionable health claims. The public is waking up to the reality that flashy marketing doesn’t compensate for a lack of substance. The hype era is over, and a new chapter in the protein world is beginning.
Recently, there has been a question mark on whether the vegan diet is even healthy for everyone as well, thus further diluting the need for alternative plant-based proteins.
Below are clear examples of these companies’ downfalls.
Beyond Meat
Beyond Meat, often hailed as a revolutionary plant-based alternative to traditional meat, has significant flaws that expose it as both an unhealthy dietary choice and a financially unstable company. Nutritionally, Beyond Meat is a highly processed product packed with additives such as refined coconut oil and pea protein isolate, which dilute its natural appeal. While it contains protein, the quality is inferior to that of real meat due to the absence of essential amino acids required for optimal muscle repair and growth. Moreover, its sodium content is alarmingly high—390 mg per serving, far exceeding that of traditional beef patties, raising concerns about long-term cardiovascular health. Beyond Meat’s patty is also loaded with artificial flavorings and texturizers, further undermining its health claims. (Source)
- Beyond Meat (BYND): Stock Performance—The company’s valuation has plummeted, and they’ve never made a profit.
Financially, Beyond Meat has become a cautionary tale in the stock market, with its share value plummeting by over 80% since its IPO. Despite its initial hype, the company has never turned a profit, reflecting unsustainable operations and poor consumer adoption. As detailed in a Seeking Alpha analysis, Beyond Meat’s survival is highly uncertain, making it a hazardous investment. (Source)
Additionally, while marketed as a “better” alternative, Beyond Meat fails to live up to its claims, with its heavy reliance on GMO ingredients, poor nutritional quality, and questionable processing practices. For consumers and investors alike, Beyond Meat represents a cautionary example of overpromising and underdelivering, offering neither the health benefits nor the financial stability it once promised. (Source)
Oatly Oat Milk
Oatly Oat Milk, often marketed as a healthier and sustainable alternative, has been widely criticized for its poor nutritional profile and financial instability. According to GQ Magazine, Oatly contains just 1 gram of protein per 100 ml, which is far inferior to traditional dairy milk and other plant-based alternatives. Its minimal protein content fails to support essential functions like muscle repair and satiety, making it a poor choice for those seeking meaningful nutritional benefits. Compounding the issue, Oatly’s manufacturing process converts natural oat starch into maltose, a sugar with a glycemic index higher than table sugar, causing sharp blood sugar spikes. For individuals managing glucose levels or prioritizing balanced nutrition, this poses serious health risks. The product is further compromised by additives like rapeseed oil (canola oil) and synthetic vitamins, diluting its natural appeal and nutritional value. (Source)
- Oatly (OTLY): Stock Performance—Similarly, Oatly’s valuation has drastically declined, revealing the fragility of their model.
From a business perspective, Oatly’s financial track record is equally concerning. Despite the initial hype, the company has faced ongoing struggles, with Seeking Alpha noting its history of unprofitability and continuous losses. Oatly’s operational model and reliance on marketing rather than substance have led to significant valuation declines, leaving its financial future uncertain. This dual failure in product quality and business strategy underscores why Oatly leaves a bad taste, literally and figuratively. (Source)
Impossible Foods / Impossible Burger
Impossible Foods, often praised as a sustainable alternative to meat, has been heavily criticized for its highly processed nature and poor nutritional quality. According to Bon Appétit, Impossible Foods relies on genetically modified ingredients, such as soy leghemoglobin, engineered to mimic real meat’s taste and appearance. While marketed as a protein-rich alternative, the protein in Impossible Foods is derived from isolated soy protein. This low-quality protein source lacks the amino acid profile necessary for optimal muscle repair and growth. Moreover, Impossible Foods contains high levels of sodium and unhealthy fats, making it less nutritious and potentially harmful to long-term health. Its reliance on additives and processing strips away the natural benefits of whole foods, raising concerns about its overall health impact. For consumers seeking high-quality, nutrient-dense protein, Impossible Foods fails to deliver, highlighting the disconnect between its marketing claims and reality. (Source)
A Different Path: Quality Protein That Matters
At NiHTEK, we deliberately avoid branding ourselves as “plant-based” or leaning into loaded terms like “vegan” or “sustainability.” Instead, we focus on what truly matters:
1. Great Taste Without Fillers or Seed Oils
Our protein is crafted to taste amazing—no unnecessary additives or ingredients that detract from quality.
2. Unparalleled Protein Content
NiHPRO®boasts the highest protein purity and amino acid profile standards with PDCAAS-1 and DIAAS 116, surpassing most other proteins.
3. 100% Lactose Dairy & Sugar-Free
A “bloat” free protein free from lactose, sugars, and GMOs and the world’s top 24 allergens.
Whey Protein Price Inflation
Last but not least is Competitive Pricing. NiHPRO® delivers a premium protein competitively with whey proteins, making it accessible to all.
The global market for whey protein isolate (WPI) has experienced extreme price fluctuations, ranging from as low as USD 9 to as high as USD 24 per kilogram. These dramatic swings are driven by supply chain disruptions, increased demand, and dairy industry volatility, making WPI an unsustainable option for many brands.
Such unpredictable pricing strains profit margins and creates challenges in long-term planning and affordability for consumers. As a result, many protein brands are now seeking alternative protein sources that offer stability, competitive pricing, and high nutritional value, ensuring both sustainability and scalability in the protein market.
Why Protein Matters More Than Ever
Protein is the cornerstone of health, performance, and nutrition.
Unlike the overhyped “plant-based” options, NiHPRO® delivers:
- 100% lactose-free, sugar-free, and GMO-free
- Free from the world’s top 24 allergens, ensuring inclusivity for everyone.
- A vegan- and dairy-friendly product, bridging the gap between these markets without compromising quality, making the world’s first Protein For EveryBODY.
Forged by Nature, Backed by Science: NiHPRO Sets a New Standard in Protein Quality
At NiHTEK®, we proudly announce independent studies validating NiHPRO® Protein Isolate as the new gold standard in protein quality. With a DIAAS score of 116, NiHPRO® surpasses traditional proteins like Whey Protein Isolate (109), Whey Protein Concentrate (97), and Soy Protein Isolate (91), proving its superior digestibility and amino acid absorption. This exceptional score reflects our commitment to creating proteins that deliver on performance and nutrition.
Forged by Nature & Backed by Science, NiHPRO® is engineered using our patented Molecular Protein Infusion (MPi™) technology to deliver unmatched protein purity, taste, and functionality. It is 100% free from lactose, sugars, GMOs, and the world’s top 24 allergens, making it the world’s first Protein For EveryBODY.
With rigorous research and innovation at our core, NiHPRO® is not just a protein. It’s a breakthrough in quality and trust for athletes, health enthusiasts, and brands worldwide.
Experience Matters
I have been in the sports nutrition and protein space for three decades, and one thing remains true—protein matters. It is the most essential macronutrient for humanity, and its quality can make or break a product’s success. My Co-Founder at NiHTEK, Bodhi Kuai, brings deep experience in the alternative protein sector, having previously manufactured and supplied many of the brands in the “sustainable protein” market.
Unfortunately, most of these brands prioritize price and hype over protein quality. They’ve focused on emotional marketing instead of delivering real value and healthy protein to consumers. This approach is unsustainable, and the market is proving it.
Lessons from the Market
Let’s take a closer look at why the “plant-based” bubble burst:
- Oatly: Lost 98% of its share value due to unsustainable pricing and an inability to profit.
- Beyond Meat: Faced similar losses with no financial success to date.
- Impossible Foods: Relies on heavily GMO-engineered ingredients, making it far from the healthy, clean protein solution consumers were promised. It’s also a novel-new food banned in many markets globally.
Consumers have grown tired of paying a premium for heavily processed, unhealthy foods that don’t deliver real value. The market demands more—and rightly so.
NiHPRO: Protein for EveryBODY
NiHPRO® is not just another protein—it’s a movement. We are redefining the protein landscape with a product that delivers exceptional taste, nutrition, and value for all consumers. Whether you’re a dairy consumer, lactose-intolerant, or someone who values high-quality protein, NiHPRO® is for you.
We are proud to be:
- 100% lactose-free, sugar-free, GMO-free, and allergen-free.
- The first protein that’s genuinely for EveryBODY.
With NiHPRO®, we’re moving beyond the hype and focusing on what matters. Join us in this new era of protein innovation.
A Final Word
Yes, NiHPRO® happens to be vegan-friendly, sustainable, and non-dairy. But let’s be clear—outside of the vegan world, nobody cares about these terms. What people care about is quality, taste, and value. That’s precisely where NiHPRO® has been built for—a performance-built, high-quality protein backed by science that tastes just like dairy but is dairy-free.
The downfall of the “plant-based” hype train has shown us what not to do. By focusing on quality, taste, and value, NiHPRO® is paving the way for a brighter, more sustainable protein future. Protein matters—and we’re here to prove it.
