Whey Protein Isolates are 90% pure protein by weight. They are the purest most expensive form of whey protein that exists. That is why they are the first ingredients you read on the 100% Whey Gold Standard label. By using Whey Protein Isolates as our primary protein source, we are able to pack 24 grams of the purest, muscle-building protein per serving, and a lot less of fat, cholesterol, lactose, and other stuff that you can do without. There is no question this is the standard by which other whey proteins are measured.