Protein powder includes whey, casein, plant-based, and collagen powders, plus ready-to-drink shakes and meal replacements. This directory lists 48 brands, including MyProtein, Ghost Lifestyle, Huel, Momentous, Transparent Labs, Vital Proteins, GNC, and regional names like MuscleBlaze and Foodspring. Studying their ads shows how brands compete on taste, ingredient transparency, certifications, and convenience, and how creator, athlete, and expert endorsements shape trust in a category full of similar products.
ALOHA is a plant-based nutrition brand offering protein powders, bars, and supplements made with organic, non-GMO ingredients. Founded in San Francisco, the company markets its products as a clean alternative to conventional protein supplements laden with artificial additives. It sells through DTC and select retail channels, advertising across Meta placements.
Amazonia is an Australian health and wellness brand offering plant-based protein powders, superfoods, and nutritional supplements. It sells through health food retail, pharmacy, and DTC channels, emphasizing natural and vegan-friendly formulations. The brand targets consumers focused on nutrition and active lifestyles.
Ananta Hemp Works is an Indian health and wellness brand offering hemp-based food products, including hemp seeds, protein, and oils. It markets itself on nutritional and sustainability benefits of hemp, selling direct-to-consumer online and advertising across Meta placements.
Asitis Nutrition is an Indian health and fitness brand selling sports nutrition and supplement products, including protein powders and health foods. It positions itself around minimally processed, transparent-label nutrition, selling online and advertising across Meta placements.
Bare Performance Nutrition (BPN) was founded in 2012 by Nick Bare in Cedar Park, Texas, while he was an active-duty US Army Officer. Bare built the brand from his dorm room alongside military service, creating a loyal fitness community through his personal YouTube channel (1M+ subscribers documenting training, nutrition, and military life). BPN emphasizes clean labels, third-party testing, and the 'go one more' ethos. Also searched as Bare Performance.
Bloom Nutrition is a DTC wellness brand selling greens powders, protein, and supplements marketed toward women's health and gut wellness. It sells primarily through its own website and major retailers like Target and Walmart, positioning on approachable, flavor-forward supplement products. The brand advertises heavily across Meta placements.
Botanika Blends is a Brisbane-based Australian plant-based nutrition brand making 100% vegan, dairy-free, gluten-free protein powders from organic pea, brown rice, and faba bean. Available in over 1,000 AU retailers and DTC online, the brand targets fitness-conscious women with a real-food, no-artificial-ingredients positioning backed by HACCP-certified production standards. Also searched as Botanika.
Bulk is a UK-based sports nutrition brand selling protein powders, bars, vitamins, and supplements aimed at gym-goers and athletes. It sells direct-to-consumer online and through retail partners, positioning on value pricing alongside third-party lab testing for quality assurance. The brand advertises heavily across Meta placements to reach fitness and bodybuilding audiences.
Bulk Nutrients is an Australian sports nutrition company selling protein powders, supplements, and customizable nutrition products directly to consumers. It emphasizes value pricing through a direct-to-consumer, low-overhead model and offers personalized supplement blending. The brand serves athletes and fitness-focused customers.
Darkness is Integralmedica's premium-tier supplement brand targeting serious Brazilian athletes and bodybuilders. With a dark, intense visual identity and clinical-grade formulas, it occupies the hardcore performance segment above Integralmedica's core range, sold through DTC and specialty sports nutrition channels.
ESN (Elite Sports Nutrients) is a Hamburg-founded sports nutrition brand established in 2004. Germany's largest home-grown sports nutrition brand by revenue, ESN produces protein powders, creatine, and performance supplements in its own German manufacturing facilities. Now part of The Quality Group (alongside nu3 and Body & Fit), ESN maintains strong DTC and Amazon distribution across Germany. Also searched as ESN.
Equip Foods is a Denver-based animal-based supplement brand founded in 2019 by Matt Sali. The brand serves the paleo, primal, and carnivore community with grass-fed beef protein, collagen, and ancestral nutrition products, growing through community trust and sourcing transparency. Also searched as Equip.
Foodspring is a Berlin-founded premium DTC sports nutrition brand established in 2013 by Tobias Schüle and Lucas Weis. Acquired by Nestlé in 2017 while maintaining its independent DTC brand identity, Foodspring sells protein powders, bars, and supplements through its own website, Amazon, and retail across Europe.
Form Nutrition is a UK plant-based performance nutrition brand founded in 2017 by Natalia Bojanic and Damian Soong. The brand became the first UK protein label to achieve B Corp certification and is known for distinctive product design. In 2023, actor Orlando Bloom joined as Chief Wellness Officer, expanding the brand's celebrity-ambassador reach. Also searched as Form.
Free Soul is a supplement and wellness brand founded by fitness influencer Sarah's Day, known for protein powders and health products marketed to a fitness-focused audience. It positions itself as a lifestyle wellness brand sold direct-to-consumer online. The brand relies heavily on social media and influencer marketing.
GNC is a US health and nutrition retailer founded in 1935, selling vitamins, supplements, and sports nutrition products under its own and third-party brands. It operates a large network of retail stores globally alongside ecommerce, and advertises across Meta placements.
GNC India is the Indian operation of the US-founded GNC nutrition retail brand, selling vitamins, supplements, and sports nutrition products. It operates through retail stores and e-commerce across India, advertising across Meta placements.
Gainful was founded in 2017 by Jahaan Ansari and Eric Ji Sun Wu, initially at Georgetown University and later through Y Combinator. The brand offers personalized protein powder blends matched to each customer's fitness goals, dietary restrictions, and body metrics via an assessment quiz. Access to a registered dietitian for ongoing support is a key retention differentiator that reduces churn.
Ghost Lifestyle, sold as GHOST, is a Las Vegas-based sports nutrition brand founded in 2016. It makes pre-workouts, protein powders, energy drinks, and supplements, and is known for full-disclosure ingredient labels and licensed flavor collaborations with popular candy and snack brands.
Founded in 2011, Growth Supplements (growth.com.br) pioneered the DTC supplements model in Brazil, bypassing traditional gym and pharmacy distribution to offer whey protein, creatine, and performance nutrition at significantly lower prices. The brand became the benchmark for accessible sports nutrition in the country. Also searched as Growth.
Happy Way is an Australian health food and protein supplement brand founded in Adelaide in 2015 by Ben Germain and Hien Nguyen. Built around a happiness-led identity and influencer marketing, the brand sells protein powders, superfoods, and health snacks via DTC and 2,000+ global stockists across 64 countries.
Healthkart is a Gurugram-based sports nutrition platform and DTC brand founded in 2011 by Sameer Maheshwari and Prashant Tandon. It operates as India's largest supplements e-commerce destination while also owning MuscleBlaze, the country's top domestic sports nutrition brand.
Momentous is a San Diego-based NSF-certified supplement brand founded in 2019 by Jeff Byers. It rose to prominence through a partnership with Andrew Huberman (Huberman Lab podcast), whose supplement recommendations consistently point to Momentous products. The brand sells DTC and via Amazon targeting high-performance individuals who demand third-party tested, evidence-based nutrition. Also searched as Huberman.
Huel (huel.com) is a UK complete nutrition brand founded in 2015 by Julian Hearn and James McMaster in Aylesbury. Its meal powders, RTD shakes, and hot meals provide 100% plant-based complete nutrition. It has grown to $100M+ annual revenue through DTC subscription and global digital marketing.
Innermost is a London-based science-backed supplement brand founded in 2017 by former Goldman Sachs banker Shivraj Bassi. The brand structures its product range around specific goals — lean, strong, focus, calm — rather than generic product categories, making supplement selection intuitive for consumers without nutrition expertise. Products are UK-manufactured using evidence-based formulations.
Jimmy Joy ads heavily leverage cost-effectiveness and rapid nutritional benefits to promote their Plenny Shake meal replacement products. Analyzing the Jimmy Joy ad library reveals a sharp focus on high protein and fiber content, targeting busy, health-conscious consumers with strong social proof.
Macro Mike is an Australian health and nutrition brand offering protein powders, nut butters, and snack bars sold direct-to-consumer online and through retail stockists. The brand advertises across Meta placements to reach fitness and nutrition shoppers.
More Nutrition is a Munich-based supplement brand founded in 2017 by Christian Wolf and Mic Weigl. Built on influencer marketing and social commerce, the brand became a category leader in German diet nutrition with products like Total Protein and Booster. Sold DTC and via Amazon across the DACH region.
MuscleBlaze is India's top domestic sports nutrition brand and a subsidiary of Healthkart, founded in 2012. It offers whey protein, mass gainers, and pre-workouts with FSSAI-verified protein content displayed via QR code — a differentiation strategy addressing rampant supplement adulteration concerns in India.
MyProtein is the European leader in sports nutrition. Marketers frequently study MyProtein ads to understand effective strategies for scaling supplements and apparel globally.
Naduria is a German DTC organic protein and superfood brand founded around 2014. Based in Düren, it sells certified organic protein powders (bio whey, vegan protein), spirulina, and other superfood ingredients directly through its webshop and Amazon. Clean-label, no additives positioning defines the brand.
Nutrabay is an Indian sports nutrition e-commerce platform selling protein supplements, vitamins, and fitness nutrition products from multiple brands. The brand sells direct-to-consumer online across India, advertising across Meta placements.
Nuzest is a New Zealand clean plant protein and supplements brand founded in 2012 by Trevor Bolland, initially formulated to support his daughter Monique who was diagnosed with multiple sclerosis. The brand's flagship Clean Lean Protein uses European golden pea protein with no fillers or artificial ingredients, and has expanded to the USA, UK, Australia, and Asia.
OWYN (Only What You Need) is a plant-based protein shake brand founded in 2017. The only major RTD protein free from all top allergens, OWYN operates DTC via liveowyn.com alongside Whole Foods, Vitamin Shoppe, and Amazon. Also searched as OWYN.
OZiva is a Mumbai-based plant-based nutrition and supplements brand founded in 2016 by Aarti Gill and Mihir Gadani. Positioned at the intersection of Ayurveda and clinical nutrition science, OZiva targets urban Indian women with protein powders, vitamins, and wellness supplements. It was acquired by Hindustan Unilever Limited, which completed full ownership in 2025.
Obvi is a bootstrapped DTC collagen supplement brand co-founded on June 1, 2019, by Ronak Shah, Ash Melwani, and Ankit Patel — three e-commerce operators who previously ran the DTC agency Ghost3Media. The founders identified a gap in the collagen supplement market: existing products were flavorless or unpalatable powders, meaning consumers either mixed them into drinks and tolerated the taste or gave up on the routine. Obvi's answer was to make collagen genuinely delicious in nostalgic flavors (Fruity Cereal, Hot Cocoa, etc.) and build a community of female buyers around the product. Within two years, Obvi surpassed $10M in sales, built the world's second-largest collagen community (36K active Facebook group members), and amassed 100K+ customers across 75 countries. By 2023, the brand crossed $40M in revenue — all bootstrapped with no outside investment. Co-founder Ash Melwani became one of the most-followed DTC marketing educators on X (formerly Twitter), creating additional brand credibility through his public documentation of Obvi's marketing strategy.
Optimum Nutrition is a health and fitness brand known for sports nutrition products, including whey protein powders, amino acids, and supplements used by athletes and fitness enthusiasts. It is one of the most widely recognized global sports nutrition brands, sold through retail, gyms, and online, and advertises across Meta placements.
PhD Nutrition is a UK sports nutrition brand offering protein powders, snack bars, and supplements for gym and fitness consumers. It sells through its own DTC site as well as major UK retailers and supplement specialists, positioning itself on taste and macro-conscious product lines like diet whey and smart bars. The brand advertises across Meta to reach fitness-focused shoppers.
Plix (The Plant Fix) is an Indian health and nutrition brand selling plant-based supplements, protein, and wellness products. The brand sells direct-to-consumer online across India, advertising across Meta placements.
PranaOn is an Australian sports nutrition brand offering plant-based protein powders and wellness supplements sold direct-to-consumer online and through retail stockists. The brand advertises across Meta placements to reach health and fitness shoppers.
Premier Protein is a food-beverage brand selling protein shakes, powders, and bars marketed for high protein content and convenience. Products are widely distributed through U.S. grocery, club, and mass retailers. The brand advertises across Meta placements.
PURYA! is a German organic vegan protein brand from the Westerwald region, positioning itself as a Planetary Health Brand. The product range includes vegan protein powders (hemp, pumpkin, sunflower, rice), meal replacements, and organic snack bars. Distributed DTC via its own site and through Swiss and German specialty organic retailers. Also searched as Purya!.
Rocka Nutrition is a Hamburg-based vegan sports supplement brand founded in 2015 by fitness influencer Julian Zietlow. The brand built its initial growth on Zietlow's YouTube and Instagram following before expanding to a broader audience via DTC and Amazon. Also searched as Rocka.
Transparent Labs is a Salt Lake City-based sports nutrition brand founded in 2012 that built a $100M+ DTC business on a single principle: show every ingredient and dose. No proprietary blends. The brand grew through content marketing, community trust, and formulation credibility. Also searched as Transparent.
Tropeaka is an Australian health and nutrition brand selling plant-based protein powders, superfood blends, and wellness supplements direct-to-consumer online. The brand advertises across Meta placements to reach health and fitness shoppers.
Vital Proteins was founded in 2013 by Kurt Seidensticker in Chicago and is credited with creating the mainstream collagen supplement category. The brand rode the paleo and clean-eating wave before appointing Jennifer Aniston as Chief Creative Officer in 2021, unlocking mass-market awareness. Nestlé Health Science acquired a majority stake in 2019, providing retail distribution muscle. Also searched as Vital.
White Wolf Nutrition is an Australian sports nutrition brand selling protein powders, supplements, and snack products through ecommerce and retail stockists. The brand advertises across Meta placements to reach fitness-focused consumers.
Your Super is a plant-based nutrition brand selling superfood mixes, protein blends, and wellness supplements in powder form. The brand sells direct-to-consumer online, advertising across Meta placements.
Protein ads must separate similar-looking products. Taste and flavor variety lead for brands like Ghost Lifestyle, which pairs transparent labels with fun flavors. Transparent Labs and Momentous emphasize clean ingredients and testing. Huel positions its powders as complete nutrition for busy people. MyProtein competes on value and range. Vital Proteins focuses on collagen and wellness. Creative favors mixing demos, shaker shots, taste-test reactions, and gym or kitchen scenes. Influencers, athletes, and experts provide credibility. Subscription and bundle offers are common, along with flavor sampler packs that reduce the risk of picking the wrong taste. Because supplement advertising is regulated on many platforms, claims tend to stay on taste, nutrition, ingredients, and routine instead of promised body results. Review how brands describe testing, flavors, and serving size, because those details shape trust.
Notice what each brand puts first: taste, protein content, ingredient quality, certification, price, or lifestyle. That ordering reveals the audience it wants most, whether lifters, runners, wellness buyers, or busy professionals. Study how ads handle claims. Compliant creative usually avoids health promises and uses descriptive language about ingredients and use. Look for words such as third-party tested, clean label, or plant-based, and see how they are presented. Compare formats: creator taste tests, athlete features, kitchen recipe content, and static product shots. Check subscription structures and sampler offers. Pay attention to regional brands like HealthKart, MuscleBlaze, OZiva, and Foodspring, which adjust tone and flavors to local habits. Save ads that run for months, then compare their hooks with short tests. Use the patterns as a starting point, and review platform policies before launching your own supplement ads.
Mostly through creator taste tests, mixing demos, and routine videos. Brands lean on flavor, ingredient transparency, and convenience, and avoid body-result promises to stay within platform rules. Check formats, hooks, and offers across several brands to see which patterns repeat before you build your own creative tests.
MyProtein for value and range, Ghost Lifestyle for flavor and transparent labels, Transparent Labs and Momentous for ingredient quality, and Huel for complete nutrition. Look at each brand's longest-running ads first, then compare how price tier and audience change the hook, proof, and offer.
Subscriptions, bundles, and flavor sampler packs are common, since taste is a main purchase barrier. Check each brand's landing pages to see how the offer is structured. Pull several long-running examples from different brands and compare them side by side, since repeated creative usually signals a message that keeps working.
There are 48 brands, including MyProtein, Ghost Lifestyle, Huel, OZiva, HealthKart, MuscleBlaze, Foodspring, Vital Proteins, GNC, and Premier Protein. Use the directory to compare how leading and emerging names position price, proof, and offers, then save the ads worth testing in your own swipe file.
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