The wholesale heartthrob cast their cost-cutting sorcery on the product every fitness enthusiast wants to save on: protein.
“But wait, I’ve seen Kirkland Signature Protein Bars on the shelves for years!”
You sure have. But in a $23.99 (excluding tax) pack of 20 bars, each with 21 grams of protein, you’re only getting 17.5 grams of protein per dollar.
Actually having to eat them hasn’t been met with critical acclaim according to several Reddit users in r/Costco.
Compare that to what was essentially an opening ceremony for Kirkland Signature Whey Protein on the same subreddit, with u/southsideson commenting “I mixed a scoop, just shook in a ball jar with 8 oz water, it is a bit sweet, I’m keto though, but I’d say it tastes very close to chocolate milk. IMO as far as protein goes, pretty above average, and it mixed pretty good, no clumping.”
But how does it stack up against its on-the-go counterpart in terms of value?
The chocolate-flavored Kirkland Signature Whey Protein (their only flavor right now) is priced at $54.99. A bag contains 70 servings of powder with 25 grams of protein per serving—almost 32 grams of protein per dollar.
With that being said, the protein-to-price ratio of Costco’s new mass gainer warrants all the anticipation, especially when you consider a pound of USDA beef reached a record high in Q1 of 2024 and the average monthly price of whey protein concentrate was 10.26% higher in July 2024 over 2023.
Protein content isn’t the be-all and end-all for those hitting their macro targets at Costco. In the same Reddit thread, several users shared their own critiques.
u/mahlerlieber shared on the limited flavor selection “I feel like vanilla blends well with almost anything, but chocolate dominates all flavors. Personally, I would prefer unflavored. I’ll put my own cocoa/cacao powder in, or vanilla, or strawberry, or cherry, or…”
“Wish they had a whey free protein option for us who cannot consume whey products” said u/Lower_Kick268 in disappointment.
The concern could be more relevant than a single Reddit comment would imply given that Orgain Organic Protein and Fairlife Core Power are both lactose-free and Amazon’s two highest-selling products within the protein category as of August 5st, 2024, with 100K+ and 90K+ sold in the last month respectively.
So, is Kirkland Signature worthy of the paparazzi?
On one hand, it’s a better deal protein-wise than any of the existing Kirkland protein products, and reviews seem mostly favorable on the taste. It’s also more reliable than multi-retailer brands as it’s not subject to market availability.
Those with a developed protein palate aren’t fully sold on it, however. Between limited flavors, protein sources, and a few other commenters doubting its ingredient quality, maybe Kirkland Signature Whey Protein best serves those with convenient, inexpensive protein on their shopping list.
With only 10 official reviews on Costco’s website at the time of writing, will it garner a cult following to the likes of $5 rotisserie chickens or the infamous Kirkland Signature Vodka? Like all things fitness, results are measured in patience.
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