Scope: Label maths · canonical /go/ only.
TL;DR
- Protein per scoop (g) on the nutrition panel beats marketing “30 g!” callouts.
- Scoop size (g of powder) ≠ protein grams.
- Rank tubs with AUD per 25 g protein after shipping.
- Red flags: serving games, proprietary protein blends, panel/claim mismatch, hormone cosplay.
Pillar: Best protein powder Australia · Budget: Cheapest protein · WPC vs WPI: Concentrate vs isolate
Scoop vs protein (the mix-up)
| Number on the tub | What it means |
|---|---|
| Scoop weight (e.g. 40 g) | How much powder is in a serve |
| Protein per serve (e.g. 25 g) | How much protein that serve delivers |
| “% protein” marketing | Often powder composition talk — still verify the panel |
A 40 g scoop with 22 g protein is normal for some concentrates. A “tiny scoop” with flashy % can still be a bad AUD deal.
Do this before you buy
protein_per_serve = panel value (g)
total_protein ≈ protein_per_serve × serves
AUD_per_25g = (price_AUD_incl_shipping ÷ total_protein) × 25Illustrative AU examples (check live prices)
| Claim on front | Panel protein/serve | Scoop powder | Serves | Real story |
|---|---|---|---|---|
| “30 g protein!” | 24 g | 35 g | 28 | Front lies — use 24 g |
| “80 serves!” | 15 g | 20 g | 80 | Serve count vanity |
| Honest WPC | 24 g | 33 g | 60 | Run AUD / 25 g |
| Honest WPI | 27 g | 30 g | 33 | Higher AUD / 25 g expected |
Same literacy we use on pre blends: Proprietary blend pre-workout.
Label red flags buyers miss
| Flag | Why it matters |
|---|---|
| Front claim ≠ panel | You’re buying the panel |
| Proprietary “protein blend” with no source order clarity | Hard to audit |
| Tiny scoop + huge serve count | Economics look fake-cheap |
| Mass gainer sold as “protein” | You’re buying carbs/calories |
| US hype + quiet AU freight | Landed AUD / 25 g collapses |
| Hormone / PCT / AAS-cosplay branding | Hard skip — not phase-1 Yeh Bro |
WPC vs WPI (quick)
- Concentrate: usually more powder per gram of protein; often best AUD / 25 g.
- Isolate: higher protein per scoop, less lactose — pay for tolerance/macros.
Deep dive: Whey concentrate vs isolate.
What to click (canonical /go/ only)
Optional protein-true-wpc / protein-true-wpi variants are not in the phase-1 seed — use flagship + bulk until Ops activates them.
| Role | Slug |
|---|---|
| Flagship True Protein | /go/protein-true |
| Budget / Bulk value | /go/protein-bulk |
| Retailer browse | /go/protein-sm |
| Muscle Nation | /go/protein-mn |
| Myprotein AU | /go/protein-mypro |
| Don’t skip creatine | /go/creatine-bulk · /go/creatine-true |
Soft CTA: Pull two AU tubs, run AUD / 25 g, then pick — value /go/protein-bulk or flagship /go/protein-true.
Stack reminder
Label literacy without a training plan is still shopping. Beginner order: Beginner stack · /go/stack-beginner-sm · /start-here.
FAQ
Is 25 g per scoop the law?
No. It’s a common serve target. Judge daily protein total, not one magic scoop.
Does a bigger scoop mean better protein?
No — bigger scoop can mean more lactose, fat, flavouring. Read protein grams.
Can supermarket own-brand win?
Yes if panel + AUD / 25 g clear the quality floor.
Women’s “special” scoops?
Same maths. Skip pink tax unless the panel/price wins.