Coca Cola And Pepsi Cola In the Process Of Making Ready To Drink Protein Shake?

Here is a post from Dante Trudel the owner of True Protein, Dante posted this on Intense Muscle, im not sure how many of you guys know about it….gonna have to start eating a lot more whole food if this comes true!!

****Remember 2 years ago when I warned you about the oncoming milk shortage and what it would do to whey protein prices? And across the board whey protein prices rose…..

This makes that look like a blip.

I am forewarning everyone. Two major soft drink company’s (here I’ll make it easy, they begin with C and P to narrow it down, thats all I’ll say)…..have pretty much shut down the whey protein industry for the rest of 2010. The one company is coming out with a RTD whey product and the other company and their “Alligatorade” drink (think about it) bought a half a billion pounds of whey protein in which they are going to launch their Ready To Drink protein product. Now to do this they bought up all the raw ingredients from all corners or the earth and even existing product out there to tweak into their product. The other company bought a tremendous amount of whey from Asia which in turn is making a huge shortage here in the United States with manufacturers trying to catch up.

This “Alligatorade” drink company acquisition is going to drive whey protein prices skyrocketing northward. The problem is whey is a byproduct of cheese/dairy and the dairies arent going to start manufacturing more cheese to get more byproduct=whey protein (and throw away the cheese).

So and im strongly warning you on this….STRONGLY…trust me that this is going to happen. They bought up a tremendous amount of raw ingredients of whey isolate to mix into their sugar water. 500 million pounds….The other company bought up a tremendous amount of whey protein concentrate.

Whats this mean to you?

We are going to try our best to hold the line but what we are being told is whey protein could very well go to 2 – 3 times the price per pound of what it currently is. And I mean this across the board from every single protein powder company out there…..and in any and every area of whey protein being sold out there.

We probably are in the process of getting rid of the recession whey protein pricing right today due to this but we are going to try to hold out on everything else as long as we can. You will see whey protein powder prices rise and rise and rise for the next month after month after month elsewhere in stores, in retails sites….everywhere.

Do you still want to “be like Mike”?

My prediction? That sugar water company will abandon this in early 2011 after it fails miserably but the tremendous damage will be done by then.

a) You guys see Trueprotein….thats one of the businesses I own that sells raw ingredients. One of the other rather big businesses I own is a manufacturing company in which I make retail supplements for about 27 to 36 (at any given time) of the known name retail companies out there on the shelves with the fancy labels and shiny jugs. Do you think they want to hear this? Do you think this helps them or me in any way?

b) I am not going to raise prices until my hands are forced and all the big boys do first……im going to be one of the last ones doing that and im only going to do that as a last resort because the market dictates it. But I will be one of the last in line who does (mark my words on that)

c) To the guy who said my “supplier” without the plural, I work with all the dairies or their direct packaging mediaries….all of them……this is across the board not isolated. I heard from a gigantic plant late last week that said “all WPC and WPI gone for the rest of 2010″ and one today that said “we have nothing on the WPC of WPI front for the rest of 2010″

d) Scaring people into buying more protein? I dont need to do that. We are a very successfull entity with our hands in many other things besides protein powders…..Im stating this for my fellow bodybuilders as a forewarning. I was also the guy who forewarned everyone about the oncoming milk shortage and how it would make whey and milk protein prices rise dramatically a few years ago….and people were coming out of the woodwork saying I was “full of shit”. Well what happened? Whey and Milk derived protein prices raised dramatically. It is what it is and I hope I am wrong and dry whey production will catch up. But whey is a byproduct of cheese and milk and they arent going to be making more cheese and milk (and then throwing it away) just so bodybuilders will have whey protein. Coca cola bought massive amounts in asia, Pepsi/gatorade bought GIGANTIC amounts in the USA…..asia is now trying to fill the void by buying from the USA which is allready in a huge void because of Gatorades roughly 418 million pound acquisition. And I am just like you….I have no idea how they are going to rectify the inconsistencies in different wheys they acquired from all these sources….thats a puzzle to me.

e) I write 6 and 7 figure checks to these dairies and mediaries a month for supplies for the companies I manufacture for and myself…..do you really think these dairy plants/packagers dont want my payments?
They dont have product.

f) We had some foresight on this front and prepaid for extremely large amounts ahead of time so we should be good to go hopefully….but I already heard another protein distributor saying his prices were up by 30% for raw material and a Euro distributor saying that there is a huge WPC shortage over there right now….

Again I hope I am wrong…..Im just relaying the same info to you guys that I am recieving.