Max’s SuperWhey


Popular Australian blended whey protein powder SuperWhey is the latest supplement to receive a makeover as part of Max’s recent re-branding exercise. Unlike its sister product, Reload HGF; SuperWhey has always been a pretty strong seller for Max’s so it’s interesting to examine how Max’s have chosen to modify it. We’ve all heard the saying: “if it ain’t broke, don’t fix it”. So how has Max’s approached their reformulation of SuperWhey?

Max’s SuperWhey Ingredients

The biggest change to occur with SuperWhey is in the types of whey protein that make up the supplement. Original SuperWhey came with two types of whey protein isolate as the first ingredients, whereas the new SuperWhey has whey protein concentrate as its first ingredient. Astute supplement users may pick up on this and see it as a negative, in that Max’s have taken a step down in protein quality, but it’s important to note that the new SuperWhey now comes with added hydrolysed WPI, unlike the original.

Max’s SuperWhey Pros & Cons

One of original SuperWhey’s most defining features was its inclusion of two very specialised WPI’s, in the form of high glycomacropeptide (GMP) WPI and high beta-lactoglobulin (BLG) whey fraction WPI. This protein blend gave the original SuperWhey a very distinct point of difference to other whey protein blends; making Max’s departure from the formula a significant change. One could speculate that Max’s may have run into some issues in sourcing the protein raw materials, in the form of price or reliable supply. Whatever the case, it’s also possible that Max’s decided that the average supplement user may not be savvy enough to understand the difference between your run-of-the-mill WPI and a high GMP WPI or a high BLG WPI.

Despite the significant change in protein blend, the new SuperWhey still retains that exact same macronutrient profile, i.e. same amount of carbs, protein and fat per serve.  So the new SuperWhey doesn’t lose any of its creed in terms of protein content, still coming in at 79.1g protein per 100g of powder. More specifically, the amino acid profiles for each are exactly the same. When considering the magnitude of changes in the type of whey proteins that make up SuperWhey, it’s somewhat surprising and even intriguing that the amino acid profiles have not changed.

Max’s SuperWhey Flavours & Pack Sizes

The new SuperWhey also sees a departure from the twin flavour pack offering. Again, this was a pretty unique offering for the original SuperWhey, but perhaps Max’s have dropped it to economise on packaging costs or simply because the twin flavour packs were not big sellers. The last change worth noting is in pack sizes. The largest size in SuperWhey will now be a 3.0kg pack as opposed to 4kg, while the smaller 1.0kg pack size offering has not changed.

Max’s SuperWhey Packaging and Presentation

Lastly it must be said that the new look adopted by Max’s SuperWhey is a vast improvement. The choice to minimize colour and adopt a more uniform darker appearance has given the new product packaging a more profession and contemporary look. Moreover, Max’s have used a specialised effect called spot uv printing to achieve a high-gloss finish for the Max’s strongman character and Max’s logo. This clever and thoughtful upgrade is a powerful reinforcing feature when holding the actual product in your hand.

Max’s SuperWhey Verdict

With no change in the total protein content, the new Max’s SuperWhey still remains a quality blended whey protein that’s sure to retain its position as a key player in the blended whey protein market segment. The protein blend in the product has moved away from the rather unique blend of the original SuperWhey to a more conventional blend that now incoporates hydrolysed WPI, much like many competitor products. The new packaging is a great improvement, which all customers are sure to like. All-in-all a well thought out upgrade by Max’s, which is sure to stiil appeal to target market.


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