One of the reviewers here is correct about large producers packaging their whey isolates under a variety of different brand names, but I was only able to find a few hydrolyzed whey proteins offered from all the products currently available online (there are many). I only found a few similar to this one with the distinction of being hydrolyzed which is presumably easier to digest and contains the highest available percentage of protein. A 28 gram serving of this product contains 25 grams of protein or 90% protein by weight. I have been buying whey protein powder for more than 15 years and used all the popular brands. This is simply the best whey I have ever used and tastes different than any others I've known up till now. Zero fat and zero carbs per serving. I no longer use or recommend soy isolates and while I have found some good quality brown rice protein powders the taste is so unpleasant I would stick to whey. Since I was recently new to this whey product, I always start by purchasing vanilla since that's usually the most difficult flavor to do well (in my experience). If I don't like the taste, vanilla is always good to have around for adding to fruit smoothies (a smoothie easily overwhelms any subtleties of an objectionable vanilla whey flavor). If I like the taste of their vanilla I'll serve it solo as well as in smoothies. Once I know I like the vanilla, chocolate is usually next. This vanilla is excellent as far as vanilla goes and I'll be ordering more flavors soon. I use a VitaMix to quickly and easily mix a tasty 12 ounce serving. One trick I can pass along for making a delicious glass is to start with a 16 oz measuring cup. If you have a crushed ice dispenser in your frig door put a few ounces of ice into your measuring cup and fill with water up to the 12 oz mark. Dump the ice and water into your VitaMix and blend at high speed (the idea being to make the water very Cold while making any evidence of the ice disappear). With the VitaMix still running at the slowest rpm (stir speed) quickly add one scoop of this protein powder into the freezing Cold water and run another 10 to 15 seconds. Pour into a glass and serve while Cold. WOW! Is that Good! I don't like running the blender fast with the protein powder already in the water because it makes a foamy drink I don't find enjoyable. Great for diets, snacks throughout the day, for feeding your muscles after weight training. This is a great product. If you are looking for the highest quality whey isolate at the best possible price, this 5lb size is your lowest price best value deal from all comparable labels (at least at the time I'm writing this review). Be sure and shop price because I you can easily pay more than twice the lowest available prices