Wire report
All the whey up! How a dairy byproduct became the star of the ‘proteinmaxxing’ boom
As GLP-1s drive the current protein craze, a supplement once only taken by powerlifters is now so popular US producers are struggling to keep up For generations, the Meives family made cheese. Tony Meives’s grandfather, a Swiss immigrant, and his father both ran small cheese factories in Wisconsin, in the heart of America’s dairyland. “I worked in the cheese factory my whole life,” Meives says. “I have four world-class cheesemakers in my family.” But when it came time to inherit the family business, Meives found there was more money in the industrial runoff that his grandfather would have once thrown away. Today, the 39-year-old bodybuilder and gym owner runs a company that sells whey protein powder, the watery byproduct of cheesemaking that was once considered waste. “Twenty years ago, the only people who took whey were bodybuilders,” he says. “Over the past five years, the market has r
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As GLP-1s drive the current protein craze, a supplement once only taken by powerlifters is now so popular US producers are struggling to keep up For generations, the Meives family made cheese. Tony Meives’s grandfather, a Swiss immigrant, and his father both ran small cheese factories in Wisconsin, in the heart of America’s dairyland. “I worked in the cheese factory my whole life,” Meives says. “I have four world-class cheesemakers in my family.” But when it came time to inherit the family business, Meives found there was more money in the industrial runoff that his grandfather would have once thrown away. Today, the 39-year-old bodybuilder and gym owner runs a company that sells whey protein powder, the watery byproduct of cheesemaking that was once considered waste. “Twenty years ago, the only people who took whey were bodybuilders,” he says. “Over the past five years, the market has r
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According to The Guardian’s linked source, All the whey up! How a dairy byproduct became the star of the ‘proteinmaxxing’ boom, As GLP-1s drive the current protein craze, a supplement once only taken by powerlifters is now so popular US producers are struggling to keep up For generations, the Meives family made cheese. Tony Meives’s grandfather, a Swiss immigrant, and his father both ran small cheese factories in Wisconsin, in the heart of America’s dairyland. “I worked in the cheese factory my whole life,” Meives says. “I have four world-class cheesemakers in my family.” But when it came time to inherit the family business, Meives found there was more money in the industrial runoff that his grandfather would have once thrown away. Today, the 39-year-old bodybuilder and gym owner runs a company that sells whey protein powder, the watery byproduct of cheesemaking that was once considered waste. “Twenty years ago, the only people who took whey were bodybuilders,” he says. “Over the past five years, the market has r
Context
The development sits in VINI’s Technology coverage for readers following technology, science, product policy, markets, infrastructure, and the public consequences of innovation. The original report is linked so readers can check the publisher account, follow later updates, and compare new coverage against the first published record. The original item is dated 2026-07-02T11:00:10+00:00.
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Source
Primary source: All the whey up! How a dairy byproduct became the star of the ‘proteinmaxxing’ boom via The Guardian. VINI cites and links the source; it does not reproduce the publisher’s full article text without rights clearance.
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- All the whey up! How a dairy byproduct became the star of the ‘proteinmaxxing’ boomThe Guardian - 2026-07-02T11:00:10+00:00
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