Secaucus, NJ-  The Vitamin Shoppe, an omni-channel specialty retailer of nutritional products, is now the exclusive distributor of ioWHEY PROTEIN™ by PERFORMIX.

The protein powder provides 36% increased absorption, reduced stomach discomfort post-consumption, and unrivaled taste. The improved bioavailability of the ioProtein® technology sourced for PERFORMIX ioWHEY PROTEIN allows the consumer to realize the same benefits from a 22g serving as they would from 30g serving of a standard protein supplement, according to apress release.

"As a company committed to bringing only the best and most innovative solutions to our customers, we are excited to be the first and only retailer to offer ioWHEY PROTEIN," says Dave Mock, executive vice president and chief merchandising and marketing officer at The Vitamin Shoppe. "PERFORMIX continues to revolutionize the sports nutrition category with tried and true formulas and ioWHEY PROTEIN is no exception."

ioWHEY PROTEIN is made with io™ , which stands for Ingredient Optimized®, a process that naturally modifies the molecular structure of ingredients. Clinical studies show that through this patent-pending process results yield increased efficacy, proving less is actually more with ioWHEY PROTEIN.

"Our mission is to pioneer disruptive innovations that will bring the category, our consumers, and our retail partners forward," explains Matt Hesse, CEO of PERFORMIX and expert for The Vitamin Shoppe Wellness Council. "ioWHEY PROTEIN is the first truly mass application of the revolutionary Ingredient Optimized® (io™) technology. io allows us to provide a protein that not only promises clinically-backed superior absorption and digestion, but also delivers a delicious protein with almost "too good to be true" macros. The Vitamin Shoppe is widely known to be the specialty leader in protein assortment and selection, and we are excited to offer their unique and well-informed customer base the first look at the disruptive io technology through ioWHEY PROTEIN."

PERFORMIX ioWHEY PROTEIN is available in three flavors; Chocolate Brownie, Vanilla Ice Cream and Fruity Cereal, and are available only at The Vitamin Shoppe

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