Ascent rolls out plant-based protein powder

Ascent is catering to those who adhere to a plant-based lifestyle with their latest launch.

New from the Denver-based sports nutrition company is an organic plant-based protein powder that has been designed to support muscle health and athletic performance.

Available in chocolate and vanilla bean flavors at Whole Foods Market locations, the protein powder is not only suitable for vegans, but also contains a blend of three plant protein sources — pea, sunflower and pumpkin, the company said.

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“We are excited to partner with Ascent on this new line and offer our consumers a plant-based protein that is formulated for athletes who want efficacious, clean ingredients — that also tastes amazing!” Casey Gaston, senior category merchant for sports nutrition and weight management at Whole Foods Market said. “We are grateful to partner with a brand like Ascent who is as dedicated to offering high-quality, cleaner and better tasting products to their athletes as we are at Whole Foods Market.”

In addition, the product has been formulated to provide users with 4 g of BCAAs and 2 g of leucine, an amino acid that looks to aid in stimulating muscle protein synthesis.

Certified organic and gluten-free, the product also has been certified by the Free and Informed Sport organization, which is a third party that tests for banned substances, the company said.

“We are thrilled to partner with Whole Foods on the new line of Ascent plant-based protein. We know their high bar for clean ingredients, efficacy and taste matches our own,” Josh Haskins, director of sales for Ascent said. “We believe that this new plant protein will change the conversation for athletes looking for plant-based options. With Ascent, consumers no longer need to compromise on taste or performance.”

Free of dairy and soy, Ascent’s Plant Protein is vegan and made without the use of added sugars.