{"id":114005,"date":"2026-08-11T10:49:09","date_gmt":"2026-08-11T10:49:09","guid":{"rendered":"https:\/\/www.europesays.com\/ch\/114005\/"},"modified":"2026-08-11T10:49:09","modified_gmt":"2026-08-11T10:49:09","slug":"nestles-new-milo-pro-under-fire-after-creator-exposes-high-protein-claim","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ch\/114005\/","title":{"rendered":"Nestle\u2019s new Milo Pro under fire after creator exposes high-protein claim"},"content":{"rendered":"<p>An Australian content creator has called out Nestle after crunching the numbers on its new protein product, revealing shoppers are paying a massive premium for what amounts to just over two extra grams of protein per serve.<\/p>\n<p>The revelation comes amid a growing \u2018proteinmaxxing\u2019 trend across Australian supermarkets, where everyday items are repackaged with bold front-of-pack protein claims and inflated price tags.<\/p>\n<p>The viral call-out <\/p>\n<p>In a breakdown shared to social media, the creator, Aaron Cooper, compared the nutritional panels of Original Milo and Milo Pro (Milo Protein Chocolate Malt Powder Hot or Cold Drink 440g) to see whether the new release lived up to its high-protein marketing.<\/p>\n<p>When prepared according to package directions using skim milk, Milo Pro delivers 15.9 grams of protein when combined with 250ml of skim milk. Without milk, you\u2019ll get 6.6g of protein from the 33g powder serve alone.<\/p>\n<p><img decoding=\"async\" class=\"poster-img\" src=\"https:\/\/content.api.news\/v3\/images\/bin\/619ae8c3dd5c8ba2291ef1bc61a3fea0\" data-sctrack=\"op-poster-img\" alt=\"The 40g protein hack for under $4 at Hungry Jack\u2019s\" fetchpriority=\"high\"\/><\/p>\n<p>By comparison, Original Milo says it delivers 10 grams of protein when mixed with 200ml of skim milk, or 2.5g from its smaller 20g powder serve.<\/p>\n<p>At first glance, Milo Pro appears to offer almost six grams more protein per prepared drink. <\/p>\n<p>However, the creator pointed out a crucial detail: the serving size for Milo Pro is 65 per cent larger (33g vs. 20g) and calls for 50ml more milk.<\/p>\n<p>To level the playing field, the creator calculated what happens if you use 33 grams of Original Milo with 250ml of skim milk. <\/p>\n<p>That combination delivers 13.4 grams of total protein.<\/p>\n<p>When compared on an equal serving size, Milo Pro yields just 2.5 grams more protein than the original recipe.<\/p>\n<p>It is also up to 67 per cent more expensive than Original Milo. Milo Pro costs $12 per 440g tin, while a 460g Original Milo tin retails for $7.50 when on special.<\/p>\n<p>When the Original Milo is not on special, selling for $10.70, the Milo Pro is 12.15 per cent more expensive.<\/p>\n<p>\u201cIf you just had the normal Milo with a little bit of extra skim milk, you\u2019d probably have the same amount of protein as the high-protein product.\u201d Mr Cooper noted on <a class=\"body-link\" href=\"https:\/\/www.instagram.com\/reel\/DbU-SaPPO5I\/?utm_source=ig_web_copy_link&amp;igsh=MzRlODBiNWFlZA==\" target=\"_blank\" rel=\"nofollow noopener\">Instagram<\/a>.<\/p>\n<p>Nestle defends the new Milo product<\/p>\n<p>Despite Mr Cooper\u2019s claims, a spokesperson for Nestle defended the product, claiming that Milo Pro offers a higher concentration of protein per gram compared to the standard tin.<\/p>\n<p>\u201cMilo Pro powder has approximately 50 per cent more protein when compared to Milo Original powder on a per 100g basis,\u201d the spokesperson told news.com.au.<\/p>\n<p>\u201cWhen prepared as directed, a glass of Milo Pro and milk provides 15g of protein. The protein in Milo Pro is coming from a combination of ingredients including milk powders and cocoa powder.\u201d<\/p>\n<p>While Milo Pro does have a higher percentage of protein per 100 grams, Mr Cooper\u2019s point is that consumers are only benefiting from a small number of grams difference in protein per serving size. The recommended serving size for the product is significantly less than 100 grams.<\/p>\n<p>What nutritionists say about the \u2018proteinmaxxing\u2019 craze<\/p>\n<p>Leading Australian weight loss nutritionist <a class=\"body-link\" href=\"https:\/\/www.instagram.com\/cindafit_nutrition\/\" target=\"_blank\" rel=\"nofollow noopener\">Lucinda Porcelli<\/a>, who is the founder of CindaFit, warned consumers not to fall for front-of-pack buzzwords.<\/p>\n<p>\u201cProtein has become a major selling point, and brands are well aware that consumers increasingly associate the word \u2018protein\u2019 with being healthier, more filling, and supportive of their health and fitness goals,\u201d Ms Porcelli told news.com.au. <\/p>\n<p>\u201cThe important thing for consumers to understand is that a product being labelled or marketed around protein doesn\u2019t automatically mean it is nutritionally superior or better value.\u201d<\/p>\n<p>Ms Porcelli highlighted that much of the heavy lifting in Milo Pro\u2019s front-of-pack protein total actually comes from the milk mixed into it rather than the powder itself.<\/p>\n<p>\u201cProtein Milo recommends a 33-gram serve compared with a 20-gram serve of Original Milo, meaning you\u2019re actually consuming 65 per cent more product per serve,\u201d she explained. <\/p>\n<p>\u201cThe protein version is genuinely higher in protein per gram, but part of that higher per-serve protein number comes simply from consuming more of the product.\u201d<\/p>\n<p>Veronika Larisova, nutritionist and co-founder at <a class=\"body-link\" href=\"https:\/\/wearechief.com\/\" target=\"_blank\" rel=\"nofollow noopener\">CHIEF Nutrition<\/a>, agrees that the minimal protein bump isn\u2019t worth the extra cash, in her opinion.<\/p>\n<p>\u201cIf it is only providing around two grams more protein per serve, I personally wouldn\u2019t pay a significant premium for it purely for the protein,\u201d Ms Larisova shared with news.com.au. <\/p>\n<p>\u201cTwo grams of protein is nutritionally quite small. <\/p>\n<p>\u201cYou would get considerably more protein from adding a little extra milk, Greek yoghurt, eggs, meat, or a quality protein powder.\u201d<\/p>\n<p>Looking beyond the label<\/p>\n<p>While brands rush to capitalise on fitness crazes, health experts urge shoppers to look past front-of-pack claims and read the full ingredient list.<\/p>\n<p>\u201cSometimes a premium is justified because the product contains a meaningful amount of additional high-quality protein, but sometimes the difference is quite small, or the protein used is low-quality, such as soy protein isolate,\u201d Ms Larisova explained.<\/p>\n<p>She also pointed out that simply slapping \u2018protein\u2019 on the tin does not strip away ultra-processed ingredients.<\/p>\n<p>\u201cIt is important to look beyond the protein number and actually read the ingredient list,\u201d she warned. <\/p>\n<p>\u201cMilo Pro contains ingredients such as added sugar, vegetable oil, maltodextrin and a soy-containing choc malt blend, so you are still buying a relatively highly processed chocolate drink with some extra protein added to it.\u201d<\/p>\n<p>For consumers seeking a high-protein chocolate fix without the added sugars and refined oils, Ms Larisova suggested whole foods or cleaner alternatives.<\/p>\n<p>Addressing the broader trend of brands \u201cproteinmaxxing\u201d everything from cereal and yoghurt to snacks and rice, Ms Porcelli advised shoppers to look past the hype.<\/p>\n<p>\u201cWe\u2019ve almost reached a point where consumers can feel as though every single food they eat needs to be a high-protein version, and that\u2019s simply not necessary,\u201d Ms Porcelli advised.<\/p>\n<p>\u201cProtein is just one component of a balanced diet \u2026 If you\u2019re eating three balanced main meals and including quality sources of protein throughout your day \u2026 you generally don\u2019t need to seek out extra protein in every single product you consume.\u201d<\/p>\n<p>Social media reactions <\/p>\n<p>Just as Mr Cooper was shocked, so were his followers, who chimed in with their thoughts on the matter. <\/p>\n<p>\u201cNow this one is pure marketing BS,\u201d one person wrote.<\/p>\n<p>\u201cAre you just realising most companies are now doing this with the protein fad,\u201d one person questioned. <\/p>\n<p>Another accused Nestle of using this marketing technique to sttract \u201cnew people in the fitness industry who don\u2019t know about protein branding yet\u201d. <\/p>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"An Australian content creator has called out Nestle after crunching the numbers on its new protein product, 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