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LA FARGE - The protein craze keeps getting stronger. It may mean different things to different people, but the trend is here to stay. Whether you're a weekend warrior trying to build muscle, an elite athlete craving greater endurance, or a morning smoothie drinker looking for a convenient way to add protein to your diet, everyone is getting in on the trend.

Organic Valley, the nation's largest cooperative of organic farmers and a leading organic brand, is launching Organic Fuel Whey Protein Powder, the newest offering in its line of best-selling organic protein drinks, all made with a simple list of ingredients.*

"Organic whey leads the herd as one of the best protein sources because it's a complete protein with all nine essential amino acids – key for muscle function and growth," said Melinda Hemmelgarn, RD, and host of Food Sleuth radio. "Whey is quickly absorbed into the bloodstream and readily available to power muscles through a workout. It also helps build muscle during recovery."

Of course not all protein powders are created equal. Many have unpronounceable ingredients and artificial sweeteners or colors. Organic Valley whey protein comes from milk produced by pasture-raised cows on Organic Valley's family farms.

Organic Fuel Whey Protein Powder is made with just 4-5 simple ingredients. It contains 26 grams of clean, organic whey protein and just three grams of unrefined sugar. Like all Organic Valley products, Organic Fuel Protein Powder is USDA certified organic and never contains artificial sweeteners, artificial ingredients, antibiotics, synthetic hormones, toxic pesticides or GMOs. Powered by organic milk, great tasting whey powder complements any fitness routine.

"I'm in the business of recovering and fueling both elite and recreational athletes," said John Dettman, University of Wisconsin Madison Director of Strength and Conditioning. "How they fuel their bodies is critical to the success they have. Organic Fuel Whey Protein Powder is a great way to maximize recovery and performance. Organic Valley's new powder is the ultimate powder because it's made with the best ingredients and best nutritional profile. It contains key nutrients important for performance, including calcium."

Available in two flavors, Chocolate and Vanilla, Organic Fuel Whey Protein Powder will be sold exclusively in Whole Foods stores nationwide starting in January and in natural food stores, food cooperatives and major grocery chains beginning in July. 

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