, the largest mozzarella cheese producer in the world, is getting into a new game: selling whey protein powder directly to consumers.
, a wholly owned subsidiary of the Denver-based Leprino, this month launched its first product, Native Fuel Whey, a whey protein powder blend made in Leprino’s Greeley factory.
Whey, traditionally a byproduct of the cheesemaking process, is popular with fitness buffs and weightlifters as a dietary supplement.
“For the past 30 years, Leprino Foods has been producing high-quality whey protein. We’ve been selling it to our nutritional customers for more than 30 years,” Ascent Protein general manager Paul Vraciu said.
“What is unique — and the big breakthrough we have found and been able to scale up — is a new process that allows us to filter whey directly from high-quality milk,” he said. “The end result is you get a protein thatap cleaner. Itap purer, and itap less processed.”
Ascent Protein products are for sale at and in select gyms. The new company is also the official performance nutrition sponsor of Spartan Race, an obstacle course race with more than 170 events in 25 countries this year, including an . Ascent will offer samples of its Native Fuel products at select races through May 2017.
Vraciu declined to comment on future distribution plans but said national marketing will begin this summer.
“We’re just excited to be serving the all-in athlete,” Vraciu said.
