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