The new formula adheres to the company's trademark "Nothing Fake" philosophy, eschewing artificial sweeteners, dyes, and unnecessary additives in favor of real cinnamon and natural maple. Each serving provides 24g of protein and 5.4g of BCAAs, positioning the product as a versatile addition to morning coffee or post-workout shakes. Founder and CEO Blake Niemann emphasized that the launch is not a rejection of the season itself, but a direct critique of the industry's reliance on a singular, often artificial flavor profile.
In section Releases
Levels Challenges Pumpkin Spice Monopoly with Maple Cinnamon Whey
Declaring war on the autumn dominance of artificial pumpkin spice, Jupiter-based protein brand Levels is debuting its first-ever limited-edition flavor. The Maple Cinnamon Whey Protein, marketed under the defiant campaign banner "End the Pumpkin Propaganda," seeks to offer consumers a more natural, ingredient-focused alternative to seasonal industry trends.
Following a decade of standard offerings, this release marks a strategic shift toward seasonal innovation for the brand. The rollout begins with an early-access event on TikTok Shop on September 29, featuring a promotional 20% discount during a Mega LIVE stream. Wider availability follows on the company's website starting October 1, with a retail debut at The Vitamin Shoppe locations nationwide scheduled for October 8. Levels, which holds a Clean Label Project Purity Award, expects its distribution network to exceed 35,000 points across 10,000 retail locations by the end of 2026.
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