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A former college football player and world champion bodybuilder with over a decade spent formulating sports nutrition products, Kevin Lawrence put his advanced knowledge of protein nutrition to the ultimate test with the dilemma of his critically ill infant son. After existing infant formulas failed to stop his son’s digestive discomfort, Kevin designed a hydrolyzed whey protein formula, which he fed his son. The diarrhea stopped completely in just 2 days. After 5 years of intense product R&D, Kevin launched Proto Whey Protein powder, formulated with the same High-DH Hydrolyzed Whey Protein utilized in the formula fed to his son. Years of development later, the now iconic Power Crunch Original was perfected, as a high-protein energy bar containing proto whey in a creme-filled wafer cookie.

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