A letter from Mary & Jo

Hello Superflorians,

We get it. These are challenging times. And as small business owners & mums, we’re feeling it too. We know that every dollar counts right now. Putting up prices on our WPI-based gut health shakes wasn’t an easy decision, and we’ve done everything possible to absorb costs for as long as we could.

There’s no sugar-coating it: whey protein isolate is a costly ingredient. Global supply pressures, increased production costs, and growing demand have driven prices to an all-time high in 2025. We’ve never thought we’d see WPI prices this high and there appears no end in sight.

We’ve explored ways to manage these rising costs - including trialling different blends of proteins in our gut health shakes. But we simply won’t compromise on quality. At a time when there is so much crap on the market, we remain committed to clinically validated, evidence-based ingredients of the highest standard. Your health deserves nothing less.

We love WPI because it’s made from fresh cow’s milk using an innovative process that results in a high protein, low carb and low fat powder. It’s well tolerated by those with gut health issues and dairy sensitivities because it’s low in lactose. It’s 99% sugar and fat free. It is rich in the amino acid leucine, valued for its role in muscle protein recovery. It’s also a rich source of other functional whey proteins including α-lactalbumin, β-lactalbumin and Immunoglobulins. 

In an effort to keep our prices lower, we tried combining whey protein isolate (WPI) with whey protein concentrate (WPC) - a move that would reduce our ingredient costs.  But it comes at a cost we are not willing to accept:

1. The blend couldn’t be certified low FODMAP, which is a dealbreaker for us and for many of our customers managing IBS and/or other gut issues.

2. The taste and texture were noticeably inferior. In fact, it reminded Mary of being force fed a milk box that had been sitting in the sun for a few hours back in primary school.

3. Most importantly, the blend would have contained soy lecithin which would compromise the science-backed integrity of our gut health shakes.

We’re sticking with WPI because we believe it’s a core part of what makes Superflora Gut Health Shakes so good.

We get that no-one welcomes price rises which is why we’re giving you a heads-up now before they go up. The good news is that the price change only affects 3 out of 10 of our gut health products. To get the best value, stock up before the price rise, buy in bulk or try one of our other gut health products.

Here’s what won’t change…

• We’re still 100% certified low FODMAP by Monash University

• We’re still using science-backed, gut-friendly ingredients

• We’re still free from artificial sweeteners like stevia

• We’re still obsessed with making our gut health shakes taste incredible

• And we’re still an Aussie, female-founded team who care deeply about your gut health

Your trust means everything. We know you don’t just buy our gut health products because they’re convenient - you choose us because you value functional foods, quality ingredients and real science.

Thank you for sticking with us. Thank you for choosing quality. And thank you for being part of a community that believes food can (and should) support your gut health without compromise.

Got questions? We’re always here to chat. Email us at flora@noisyguts.com

Mary & Jo