1. So what’s In Your Serious Whey Protein
Supplement?
This section covers in detail the key ingredients found in Serious Whey. We only use
exceptionally high quality raw materials to manufacture Serious Whey. This
information is designed to inform you of the benefits you get from the ingredients used
in Serious Whey.
Whey Protein Isolate 92%
A rich protein source with very little lactose and no fat with fast absorption of amino acids
WPIs generally contain as much as 90-96% protein. Research has found that only whey
proteins in their natural undenatured state (i.e. native conformational state) have
biological activity.
Processing whey protein to remove the lactose, fats, etc. without losing its biological
activity takes special care by the manufacturer. The protein must be processed under
low temperature and/or low acid conditions as not to "denature" the protein and this
becomes an even greater concern when making high grade isolates versus concentrates.
Whey protein isolate contains >90% protein contents with minimal lactose and virtually
no fat. The advantage of a good whey protein isolate is that it contains more protein and
less fat, lactose, and ash then concentrates on a gram for gram basis.
The fast releases of protein make it ideal to take before and after exercise as the amino
acids are absorbed quickly. The absorption time for amino acids from WPI powders is
estimated between 10 minutes to 1 hour to be fully digested. This will allow your body
to begin building lean muscle definition and increase your strength shortly after
exercise. In addition, this enables your body to begin repairing muscles very soon after
exercise which will assist with avoiding muscular deterioration.
Whey protein isolate has high levels of essential and non essential amino acids for
aiding muscle recovery and providing all the building blocks required for muscle and
tissue growth. It is also high in other naturally occurring items such as IGF-1 (growth
factor), immunoglobulins and lactoferrin, which improve your immune system and
increase your antioxidant protection.

2. Calcium Caseinate
A slow-release protein source for optimum recovery and growth
A protein synthesised from fresh skimmed milk and is rich in amino acids and calcium,
while being low in fat, sodium and lactose. It is the perfect protein supplement to take
before bed, first thing in the morning with breakfast or post-workout, by anyone
looking to support muscle growth and recovery whilst training. Calcium caseinate is
digested slowly by the body, resulting in a sustained protein release to muscle tissue,
and as a result better absorption of amino acids. This makes it the perfect protein
supplement to take when gradual protein absorption is key, for example when high
protein meals cannot be consumed in the immediate term.
Amino Acids
Amino acids play central roles both as building blocks of proteins and as intermediates in
metabolism
Humans can produce 10 of the 20 amino acids. The others must be supplied in the food.
Failure to obtain enough of even 1 of the 10 essential amino acids, those that we cannot
make, results in degradation of the body's proteins—muscle and so forth—to obtain the one
amino acid that is needed. Unlike fat and starch, the human body does not store excess
amino acids for later use—the amino acids must be in the food every day.
The 10 amino acids that we can produce are alanine, asparagine, aspartic acid, cysteine,
glutamic acid, glutamine, glycine, proline, serine and tyrosine. Tyrosine is produced from
phenylalanine, so if the diet is deficient in phenylalanine, tyrosine will be required as well.
The essential amino acids are arginine (required for the young, but not for adults), histidine,
isoleucine, leucine, lysine, methionine, phenylalanine, threonine, tryptophan, and valine.
These amino acids are required in the diet. Plants, of course, must be able to make all the
amino acids. Humans, on the other hand, do not have all the enzymes required for the
biosynthesis of all of the amino acids.
Xanthan Gum
A thickening agent used in may food products
Xanthan is a natural gum produced by the fermentation of sugar with friendly bacteria.
The bacterium used is Xanthomonas campestris, hence the name xanthan gum. Because
bacteria produce the gum xanthan is known as a biogum.

3. The sugar most commonly used for the fermentation process is corn syrup which is
mixed with the bacterial starter and treated with nitrogen and trace elements and
allowed to ferment.
When fermentation is complete the syrupy broth is pasteurised to kill the bacteria. After
filtering and washing, the resulting solids are dried and ground to produce the gum.
Flavourings
Unflavoured proteins have higher protein content than flavoured ones
Serious Supplements only sell flavoured versions of protein shakes. However, we aware that
when choosing a flavoured version it will reduce the protein content by approximately 3%
for most flavours, however chocolate, due to the added cocoa, will reduce it by
approximately 8%. This is the same for all whey protein products. Serious Supplements
ensure that the flavouring does not impact on the amount of protein by adding the calcium
caseinate to increase protein content and by avoiding the use of additional unnecessary
ingredients. Some of our competitors include additional ingredients to provide more
benefits, however everything added has a direct effect upon the amount of protein per
serving you actually get. Some competitors though do not clearly inform their customers
that the amount of protein is actually lower than the raw materials used because of the
additional ingredients used.
Glycine
5% Used in Serious Whey to create muscle tissue and convert glucose into energy
Glycine is one of the non-essential amino acids and is used to help create muscle tissue
and convert glucose into energy. It is also essential to maintaining healthy central
nervous and digestive systems, and has recently been shown to provide protection via
antioxidants from some types of cancer. Glycine is used in the body to help construct
normal DNA and RNA strands—the genetic material needed for proper cellular function
and formation. It helps prevent the breakdown of muscle by boosting the body’s levels
of creatine, a compound that helps build muscle mass. High concentrations of glycine
are found not only in the muscles, but in the skin and other connective tissues as well.
Almost 1/3 of collagen, which keeps the skin and connective tissue firm and flexible, is
composed of glycine. Without glycine the body would not be able to repair damaged
tissues; the skin would become slack as it succumbed to UV rays, oxidation, and free
radical damage, and wounds would never heal.

4. Some of our competitors may use glycine to spike the protein. Protein spiking is where a
protein manufacturer adds amino acids that are cheaper than the base protein powder
it’s actually selling in order to increase the product’s nitrogen content. When this is
done, the company is able to lower the cost of goods. A basic test for total nitrogen is
often used to quantify the amount of protein per serving, and this test can be cheated by
using cheap amino acids to spike the nitrogen content. The problem is that the inclusion
of odd amino acids usually has nothing to do with increasing the performance of the
whole protein itself, and it usually makes key ratios such as BCAA content go down,
which is a total rip-off. If a protein powder (usually whey isolate) is so cheap as to seem
too good to be true, check to see if certain aminos such as taurine and glycine are sky-
high. If they are, you could be using a protein that’s been spiked. As you will be able to
see on the ‘compare protein’ page of this document or www.serioussupplements.co.uk,
the amount of glycine on the amino acid profile is 1.85g per 100g and an additional 5%
of the total product has been added. This is only a small quantity and does not
constitute as spiking. It has been included because of the benefits attained as mentioned
above. Serious Supplements do not believe in making inferior products and also believe
that everybody should be made aware of the tricks used by some companies.
Cross Flow Micro-Filtered Whey Protein Isolates
Non-chemical method that creates a high protein content, high calcium content, low lactose
content and low sodium content
Although the term "cross flow micro filtered" is something of a generic term for several
similar ways of processing whey, the CFM processing method uses a low temperature micro
filtration techniques that allows for the production of very high protein contents (>90%), the
retention of important subfractions, extremely low fat and lactose contents, with virtually
no undenatured proteins.
CFM is a natural non-chemical process which employs high tech ceramic filters, unlike ion
exchange, which involves the use of chemical reagents such as hydrochloric acid and sodium
hydroxide. CFM whey isolate also contains high amounts of calcium and low amounts of
sodium.