GNC has launched the newly reformulated GNC AMP Wheybolic, a next-generation performance whey protein powder engineered to help serious lifters and everyday athletes turn protein intake into measurable strength and endurance gains.
The reformulated Wheybolic delivers 50 grams of high-quality whey protein and 6.2 grams of total leucine per serving, with an improved taste and texture.
The new Wheybolic is aimed at consumers who, the company says, are "serious about getting stronger" and want a protein powder backed by clinical science.
"Our customers are doing the hard work in the gym and in the kitchen, but they're also asking a smarter question: 'Is my protein actually helping me get stronger?'" said Rachel Jones, Chief Merchandising & Science Officer, GNC.
"The new GNC AMP Wheybolic was built to answer that with a resounding YES. It combines a high level of total protein, additional leucine, rigorous clinical backing and third-party testing — all at the same price many people already pay for a basic protein."
"If you train with purpose, this is the protein that takes your effort and makes sure it shows up in your strength and endurance."
Leucine: the key amino acid that turns protein into progress
Most people look at grams of protein on the label. GNC's science team has taken it a step further, focusing on the amino acid leucine.
In fact, GNC has conducted several studies on blends of whey protein with added leucine — each of which showed benefits for things such as strength, recovery, muscular endurance and exercise efficiency.
GNC has long believed in the power of leucine, as leucine is one of the three branched-chain amino acids and plays a central role in activating muscle protein synthesis — the process that helps muscles repair and grow after training.
The new GNC AMP Wheybolic delivers 6.2 grams of total leucine per serving, matching the level used in GNC's latest clinical research on strength and endurance.
Each serving of the new formula provides the following:
- 50 g total protein (from ultra-filtered whey isolate and whey protein)
- 6.2 g total leucine to help trigger muscle protein synthesis
- Fast-digesting whey to support post-workout recovery.
"Not all protein scoops are created equal," said Rachel Kreider, Vice President of Product Innovation, GNC.
"From a muscle perspective, leucine is one of the key signals that tells your body to start building and repairing."
"With our most recent study, we showed that the protein and leucine combo in GNC AMP Wheybolic helped 100% of the people in the once-daily treatment group to get stronger."
GNC states that the new GNC AMP Wheybolic is backed by clinical research conducted by the GNC Science & Innovation team.
In an 8-week randomised controlled trial, a once-daily serving of a leucine-rich whey protein blend combined with progressive resistance training produced significant improvements in lower-body strength and muscular endurance compared to placebo.
No protein spiking: third-party verification for label accuracy and sport safety
The new GNC AMP Wheybolic is additionally both Informed Choice and Informed Protein certified, to support athletes and competitive lifters who depend on clean, accurately labelled supplements.
These independent, third-party certifications help ensure that every batch is tested for banned substances, supporting athletes in drug-tested sports.
The testing also means that the protein content of the product is independently verified, helping confirm that each scoop delivers the protein listed on the label, avoiding amino acid "spiking" practices that can artificially inflate protein numbers
"Customers are rightly sceptical about big claims in the protein category," added Jones.
"With GNC AMP Wheybolic, we're giving them more than a label promise. We have clinical data, we have third-party certifications for protein accuracy and sport safety and we have a science team that lives and breathes this work every day."
While the science and certifications are at the core of the new GNC AMP Wheybolic, GNC's teams also rebuilt the product around the day-to-day experience of regular users.
The new formula features improved flavour and mixability, a smoother texture designed to work well with water or milk, as well as a wide variety of flavours, including Chocolate, Vanilla, Cookies 'n Cream, Strawberry, Fruity Cereal, Banana, Natural Chocolate, Natural Vanilla and Peanut Butter.