PROTEIN GENIUS.
A former college football player and world champion bodybuilder with over a decade spent formulating sports nutrition products, Kevin Lawrence put his advanced knowledge of protein nutrition to the ultimate test when faced with the life-shattering dilemma of a critically ill infant son.
HOW IT STARTED.
Unable to nurse due to his mother’s complications with a C-section birth and subsequent antibiotic treatment, young Khalen began life on commercial infant formula. Roughly 8 weeks later, he developed a severe and painful digestive problem and recurring diarrhea which is especially dangerous for infants. A month later with no lasting improvement, Lawrence, while consulting with MD and biochemist friends, came to the unorthodox conclusion that Khalen might be suffering from an inability to digest the very large intact protein molecules found in infant formulas (and in most protein foods and supplements).
the concept.
This concept was quite different than the standard medical hypothesis which generally attributes this condition to the source of the protein (cow’s milk, egg, soy, etc.) or other ingredients in the formula. After having tried several infant formulas with no change in Khalen’s condition, Kevin started mixing Khalen’s formula, substituting hydrolyzed whey protein for the whole milk proteins that were standard in the off-the-shelf infant formulas Khalen had been fed with. After feeding Khalen the hydrolyzed whey formula for just 2 days, Khalen felt significantly better and his diarrhea stopped completely! Khalen was fed this new formula thereafter and his painful digestive problems did not return.
1991
KEVIN LAWRENCE’S SON KHALEN IS BORN.
Unable to nurse due to complications, young Khalen begins his life on commercial infant formula & develops a severe case of colitis.
1991
KHALEN MAKES A MIRACULOUS RECOVERY.
After existing infant formulas fail, Kevin designs a hydrolyzed whey formula that cures his son’s condition in just 2 days!
1996
PROTO WHEY IS LAUNCHED.
After 5 years of product R&D, Kevin launches Proto Whey Protein Powder, the first product with the amazing properties of the High-DH hydrolyzed whey protein that healed his infant son.
2003
POWER CRUNCH BEGINS.
After years in development, Kevin perfects the now iconic Power Crunch Original – A high-Protein Energy Bar in a crème-filled wafer cookie, and releases it in select flavors.
2003-2016
NEW FLAVORS AND PRODUCT LAUNCHES.
New flavors of Power Crunch Original Bars are released. Power Crunch expands into grocery and mass retail nationwide, and Choklat and Blast are launched!
2017
RED VELVET & POWER CRUNCH KIDS.
Red Velvet is released – one of the tastiest new flavors found on nutrition bars shelves anywhere! Power Crunch Kids is also born, with the same iconic crème wafer style as its parent, redesigned with new flavors and a new slender shape just for kids! Yum!
2018
NEW PACKAGING & LEMON MERINGUE FLAVOR ARRIVES.
Our Original Bars, Choklat and Blast drinks get a facelift! A brand new flavor hits the shelves – our delicious Lemon meringue!
GIVING BACK.
Giving back to the community is ingrained in our company culture and something that brings great joy to our team. Our purpose goes beyond providing delicious protein snacks, as we partner with our community to support education, youth, families, military and first responders.
These products are not drugs and have not been approved for the treatment of diarrhea or any other feeding disorders in infants. These products are not recommended for use in infants.