We spoke with NUFYX co-founders Emily & Amanda Smith to get the scoop on their line of clean plant-based protein powders. Emily and her sister Amanda created NUFYX as a solution to many of the highly contaminated protein powders on the market. A lot of these protein powders contain hidden chemicals, heavy metals and other toxins that can wreak havoc on your health. Even plant-based protein powders can contain pea protein sourced from foreign countries lacking any regulations. Read more to find out why NUFYX is Jena’s pick for the cleanest protein powder out there.
What inspired you to create a protein powder?
Amanda: I embarked on this journey because of my five-year experience as a health coach, specializing in weight loss, healthy food habits, fitness, and disordered eating. During my coaching practice, I created customized meal plans and provided coaching both in person and online. My fat loss meal plans became increasingly popular, and I became recognized for my success in helping individuals overcome emotional eating, binge eating, and overeating – issues that often have an emotional component but are also influenced by one's diet. In the context of weight loss, I frequently recommended higher protein diets to my clients, emphasizing that they provide a sense of satisfaction and help prevent over-eating later in the day (along with the many other benefits). While I encouraged clients to incorporate whole foods as their primary protein sources, I also suggested the use of vegan protein powders as a versatile addition to their diets. They could mix these powders into smoothies, oatmeal, or create simple protein shakes to diversify their options. However, I encountered a consistent problem – clients reported negative experiences with conventional protein powders, such as bloating, indigestion, and an unpleasant chalky taste. This feedback led me to reconsider my recommendation, and I no longer felt confident suggesting these products. Fast forward a few years, the COVID-19 pandemic hit the world. It presented an opportunity for me to revisit my long-held dream to create a protein powder that would not cause these issues. Previously, time constraints due to my academic pursuits and coaching commitments had held me back, but the pandemic provided me with the time and motivation to delve deeper into this project. Through extensive research, Emily and I uncovered the root causes of the problems people faced with traditional protein powders, and the findings were shocking. It was at that moment that I realized I had to follow through with my idea to create a clean, transparent, functional delicious protein powder.
Emily: I grew up playing high-intensity sports like tennis and basketball, so refueling post workout was always a priority. In college, I started working out at the gym, which is where I discovered the world of protein powders. I always thought of them as chemicals in big tubs because of their long and complicated ingredient lists. Many of my fitness friends were hospitalized due to kidney stones that their doctors blamed on the whey protein shakes they were consuming. That scared me enough to never try whey protein. As I increased my efforts to adopt a plant-based diet, my sister Amanda introduced me to vegan protein powders. At the onset, they had horrible tastes, but that improved over time. However, when I tried to find out where their peas were grown, I was only given a list of continents. One organic protein in particular listed “North America, China or Europe” on their FAQ for their pea sourcing. When you buy eggs with the USDA Organic symbol, you know they are 100% grown on Organic American farms. They don’t come from over 40 potential countries. When the pandemic hit, NUFYX was born to create premium plant proteins, where “nu” stands for nutrition, and “fyx” is a new kind of fix, a satisfying healthy experience.
Can you tell us what makes your protein powder different from other protein powders?
“The cleanest pea protein out there! NUFYX uses 100% USA grown organic peas for this powerful plant fuel.” - Erewhon
We are the first in the world to use premium organic American grown and harvested peas from select farmers as our exclusive protein source for your body and the planet. By purchasing a one-pound bag of our protein versus one imported from overseas, you can save the planet CO2 emissions equivalent to driving from L.A. to Austin (~1,200 miles)! Our Heavenly Protein Powder comes in Creamy Vanilla, Dreamy Chocolate and Simply Plain. We only use 2-7 clean, natural, and functional ingredients. All our products are certified USDA Organic, 100% plant-based, gluten-free, keto friendly, and kosher. We don’t include any gums, fillers, added sugar, soy or dairy in our products and they taste absolutely delicious. We also have a special patented ingredient to promote digestive support and nutrient absorption, which we’ll speak about below.
Is your protein powder considered a complete source of protein?
Yes, it’s considered a complete source of protein as it contains all 9 essential amino acids.
You use the highest quality peas. Can you tell us about where you source your peas from and what makes them so superior?
We source our premium peas from select organic family farms in the Midwest that use the most sustainable and ethical farming practices. Our yellow field peas are considered the cleanest because they are grown free from synthetic pesticides and fertilizers, aren’t blended with any chemical additives during processing from raw legume to powder form and are free from gluten and soy. They have higher bioavailability than other proteins due to the premium selection of their seeds and they taste incredibly smooth. Our peas don’t have that gritty chalky taste that many other proteins have - instead, they have a smooth and creamy mouthfeel.
So many people swear by the taste and consistency of NUFYX. Can tell us about the sweeteners you use?
We use organic lucuma fruit, which is a superfood known for its natural sweetness and creamy texture. It’s referred to as “Gold of the Incas” and has been widely used because of its antioxidant properties and high levels of vitamin C. We also use a hint of organic stevia leaf, a plant sweetener that does not add any sugar content to our powders. Although our use is quite recent, stevia leaf was first used to cut the bitterness of teas over a thousand years ago by native tribes.
You’ve included a digestive enzyme blend called Aminogen in your protein powder. Which digestive enzymes are included in this blend, and what are the benefits?
Aminogen®, a patented and clinically tested digestive enzyme blend, is mainly composed of protease varieties, which help break down proteins into amino acids for your body to absorb. A lack of protease can make it difficult to digest protein, which can cause bloating and other digestion issues. Aminogen® essentially helps promote smooth digestion and maximum nutrient absorption.
Do you have a favorite smoothie recipe?
I’m in love with our Heavenly Protein Shake:
2 scoops NUFYX (Dreamy Chocolate) 1 banana
1 cup almond milk
1 cup ice
1 tbsp almond butter
It is ridiculously delicious and satisfying. We’re excited to announce that Farmshop just launched it on their menu!
Get 10% off with code “AGENTNATEUR” on www.nufyx.com.
For more on NUFYX and clean plant protein, check out our blog post here.