The Only Metric That Matters
protein powder is a food. Before anything else, look at the protein content per 100g (not per serving, serving sizes are manipulated constantly). A good whey concentrate or isolate should deliver 70–85g of protein per 100g. Anything significantly below that is being padded with carbohydrates, fats, or cheap fillers.
Everything else, taste, mixability, brand story, packaging, is secondary. Hit the protein number first.
I have used Bulk whey concentrate (chocolate peanut) for over two years. At 80 g protein per 100 g and £25 per kg, nothing else in the UK market matches the value. ON Gold Standard is marginally better tasting, but at £38 per kg you are paying a 50% premium for flavour.
Whey Concentrate vs Whey Isolate
Whey concentrate is produced from cheese manufacturing as a byproduct. Typically 70–80% protein by weight. Contains more lactose and fat than isolate, which gives it a slightly richer taste. Generally cheaper. If you're not lactose intolerant and you're not cutting aggressively, concentrate is perfectly fine.
Whey isolate is processed further to remove more of the fat and lactose. Typically 85–95% protein by weight. Better for people who are lactose sensitive, leaner product for calorie-controlled diets, slightly faster absorption. Usually £5–10 more per kg.
Hydrolysed whey is pre-digested isolate, broken down into smaller peptides for faster absorption. The performance difference in real-world training is marginal unless you're a professional athlete eating to an incredibly precise schedule. Price premium isn't justified for most people.
The UK Market: What's Actually Worth Buying
Bulk Whey Protein Concentrate, Best Value
Bulk (formerly Bulk Powders) is a UK operation and their whey concentrate is the benchmark for price-to-quality in this market. Around £25–30 for 1kg at full price, frequently discounted to £20. Decent flavour range, mixes cleanly, 80g protein per 100g.
The unflavoured version is genuinely useful for cooking, adding to oats, yoghurt, or mixing into sauces without tasting like a vanilla milkshake.
MyProtein Impact Whey, Best for Variety
MyProtein is the biggest UK supplement brand and their Impact Whey is why. Huge flavour range (50+), consistent quality, regularly discounted to under £25/kg with codes. Protein per 100g is around 80g. Quality control has improved significantly over the past few years.
The salted caramel and natural chocolate flavours are genuinely good. Avoid anything "limited edition", consistency matters more than novelty.
Optimum Nutrition Gold Standard Whey, Most Trusted
The global gold standard for a reason. Third-party tested, consistent batch quality, genuinely good chocolate and double rich chocolate flavours. Around £35–40/kg, which is more expensive than the UK brands, but you're paying for reliability and testing credentials.
If you've had issues with contamination concerns or are a tested athlete, ON Gold Standard is the safer choice.
MyProtein Pro THE Whey+, Best Isolate
For people who want isolate rather than concentrate, MyProtein's Pro range delivers 88g protein per 100g, very low fat and lactose. Around £40–45/kg, which is reasonable for isolate. Mixes well, decent taste.
Vivo Life PERFORM, Best Plant-Based
Plant-based protein powders often fall down on amino acid profile (particularly leucine, which drives muscle protein synthesis). Vivo Life PERFORM uses a pea/rice blend with added leucine to address this. 24g protein per serving, organic ingredients, no artificial sweeteners.
It's more expensive (around £40+ per 30 servings) and the texture is slightly grittier than whey. But if you're avoiding dairy, it's the best plant option for lifters specifically.
What to Actually Avoid
Mass gainers: Usually 50–60% maltodextrin (cheap carbohydrate) with a relatively small amount of protein. You can get the same result by adding oats, bananas, or peanut butter to a regular protein shake at a fraction of the cost.
"Lean muscle" blends: Marketing term. Check the label, often just concentrate with added creatine or caffeine at doses too small to be effective.
Supermarket own-brand protein: Quality control is inconsistent and protein content is often lower than claimed. Stick to sports nutrition brands.
Anything with a massive ingredient list: Protein powder should be protein. When there are 20 ingredients, you're paying for marketing complexity, not performance.
How Much Do You Actually Need?
The research broadly suggests 1.6–2.2g of protein per kg of bodyweight per day for muscle building. For an 80kg man, that's 128–176g per day. Most people eating a reasonably protein-focused diet can get 80–100g from whole food. Protein powder fills the gap efficiently, typically 1–2 shakes per day.
Don't obsess over exact numbers. Hit the lower end of the range consistently and you'll be fine. The difference between 1.6g/kg and 2.2g/kg is marginal compared to the difference between being consistent and being inconsistent.
Timing
Post-workout protein has a slight edge in research for muscle protein synthesis, but the "anabolic window" is much wider than fitness culture suggests, several hours, not 30 minutes. If you can have a shake within a couple of hours of training, great. If not, total daily protein is the thing that matters most.
The Short Version
Buy Bulk or MyProtein whey concentrate if you want value. Buy ON Gold Standard if you want the most trusted option. Check protein per 100g first, price per gram second, taste last. Don't spend more than £35–40/kg unless you have a specific reason.
Protein powder is the most useful supplement after creatine. Get the boring one that you'll actually drink every day rather than the exciting one you'll stop using after two weeks because it tastes like medicine.
Ross et al. - Protein and Lean Mass
Protein intake of 1.6-2.2 g/kg/day combined with resistance training maximises lean mass gains, with protein powder as a practical tool for hitting daily targets.
Check protein per 100 g first (aim for 75 g+), price per gram second, taste last — Bulk and MyProtein whey concentrate offer the best value in the UK market.
For the full supplement stack to pair with protein, see the aesthetic supplement stack guide. If you want the best creatine to take alongside it, the best creatine UK guide covers the market. And for understanding how much protein you need for muscle growth, the testosterone diet guide covers macronutrient targets.
