Levels® Protein Powder Launches at H-E-B: A New Era for Health-Conscious Consumers

In an exciting development for health-conscious consumers, Levels®, the protein powder brand committed to transparency and high-quality ingredients, has officially debuted at H-E-B, one of Texas' trusted grocery chains. Starting from October 27, 2025, customers will find Levels' whey protein powder in various signature flavors across 162 H-E-B locations throughout Texas.

The introduction of Levels® in H-E-B marks a significant milestone for the brand, emphasizing its growing presence in the retail market. With U.S. sales of protein powder projected to exceed $4 billion in 2025, it's clear that consumer demand for high-quality whey protein with minimal ingredients is on the rise. Blake Neimann, Levels' founder and CEO, emphasizes the importance of this partnership, stating, "Our introduction in H-E-B is a crucial moment for us. Texas is one of our largest markets, and aligning with one of the country's most respected retailers allows us to deliver quality ingredients to our consumers."

The timing of this launch is particularly advantageous, as recent studies from Consumer Reports revealed high levels of lead in many popular protein powders. As safety concerns continue to rise regarding the sourcing and purity of ingredients in the industry, Levels® stands out by utilizing only 6 to 8 ingredients. The company takes pride in its radically simple approach to sourcing hormone-free, grass-fed dairy for its whey protein concentrate, regarded as the least processed form of whey available.

Notably, Levels® is among the minority of brands receiving the Clean Label Project Purity Award, which tests for over 400 potential contaminants, including heavy metals, pesticides, and plasticizers. With rigorous third-party testing ensuring that each scoop meets strict safety standards, consumers can rely on the purity of Levels® products.

The genesis of Levels® was rooted in a desire for transparency within the health supplement market. Neimann shares, "We started Levels because we were frustrated with how disconnected most health supplement products were from real health. Labels were confusing, ingredients questionable, and 'healthy' often meant ultra-processed. We wanted to create transparency, which is why we align closely with H-E-B's quality approach. They share our belief that what you put in your body should be fresh and integrity-based, free from shortcuts."

Levels® Whey Protein is set to become a staple in various H-E-B locations across major Texas cities, including Austin, Dallas/Ft. Worth, Houston, and San Antonio. Consumers can also find Levels® products in a variety of retail outlets, including Walmart, Target, Kroger, Meijer, Wegmans, and online platforms like Amazon and Costco.

Founded by Neimann, Levels® aims to revolutionize the protein industry with its commitment to minimal, natural ingredients at an affordable price. The brand plans to expand its distribution footprint to over 9,000 physical locations by 2025, continuing its partnership with major retailers and solidifying its place in the market.

H-E-B, famed for its innovation and commitment to customer satisfaction, celebrates its 120th anniversary this year. With annual sales exceeding $50 billion and over 455 stores in Texas and Mexico, H-E-B is recognized not just for quality food and service but also for environmental responsibility and sustainability.

As more consumers seek clarity in their nutritional choices, the launch of Levels® at H-E-B is a pivotal moment, ushering in an era of clean, effective protein supplements and reinforcing the importance of ingredient transparency in the ever-evolving health landscape.