JBN - Just Be Natural. PROTEIN PROVEN FOR MUSCLE GROWTH - Above everything else, the human body NEEDS protein. With 20 grams of protein per scoop, your muscles will feel the difference and your performance will respond accordingly THE BEST QUALITY MEETS THE BEST TASTE - We worked closely with some of the top flavor experts in the industry to ensure that Whey Superior sets a new standard for protein taste. Taste now matches quality LEAN (HI-QUALITY) MUSCLE ONLY - For minimal lactose & fat (converted to fluff), Cross-Flow, Cold-Filtered processed to preserve what makes it the highest quality protein on the market. DON'T SETTLE FOR INFERIOR PROTEIN SURCES - We sourced our whey from New Zealand where the cows graze in pastures and feed on grass. The way nature intended.