GoodSwap Get notified
Pure Protein Chocolate Deluxe
Photo: Open Food Facts contributors (CC BY-SA)

Protein bars

Pure Protein Chocolate Deluxe

50 g

Poor out of 100 Medium confidence
  • Ultra-processed
  • High in saturated fat
  • Contains non-nutritive sweeteners
  • Contains added sugars
  • Contains sugar alcohols
  • Contains palm oil
  • Seed-oil free
Get GoodSwap

Why it scores 22

Pure Protein Chocolate Deluxe scores 22 out of 100 (Poor) under GoodSwap’s published rules. What moved the score most:

  1. Sugar: An added sugar. Strong
  2. Ultra-processed (NOVA 4): Classified NOVA 4: made with industrial ingredients and additives. Strong
  3. Chocolate (sweetened, ingredient): Contains added sugar. Strong

Every line of the math is on The Receipt below, with its evidence tier and sources.

Better protein bars

The same kind of product, at least 10 points higher, sold in the US. Never paid placements.

The Receipt

Pure Protein Chocolate Deluxe

START100

Ingredients

  • Sugar
    Strong An added sugar. [1][2][3]
  • Chocolate (sweetened, ingredient)
    Strong Contains added sugar. [1]
  • Sucralose
    Strong In a 2022 randomized study, sucralose and saccharin altered the gut microbiome and impaired glucose responses in some people; a 2023 lab study raised questions about its by-product sucralose-6-acetate. [4][5][6][7][2]
  • Milk chocolate (ingredient)
    Strong Contains added sugar. [1]
  • Protein blend (unspecified)
    Info An ingredient typical of ultra-processed foods (NOVA group 4). [8]
  • Milk protein concentrate / isolate
    Info An ingredient typical of ultra-processed foods (NOVA group 4). [8]
  • Whey protein concentrate / isolate
    Info An ingredient typical of ultra-processed foods (NOVA group 4). [8]
  • Maltitol
    Regulatory Large amounts can have a laxative effect; the EU requires a label statement above 10% added polyols and the US for some polyols above set intakes. [9][10]
  • Palm kernel oil
    Strong About half saturated fat; WHO recommends keeping saturated fat to 10% of energy or less. [11][12][13]
  • Natural flavors
    Info "Natural flavor" is a legal category (21 CFR 101.22(a)(3)): flavor substances from spices, fruits, vegetables, meat, dairy or fermentation. [14][8]
  • Soy lecithin
    Info An additive class typical of ultra-processed foods (NOVA group 4). [8]
  • Collagen
    Info An ingredient typical of ultra-processed foods (NOVA group 4). [8]
  • Glycerin
    Info An additive class typical of ultra-processed foods (NOVA group 4). [8]
subtotal−45.5

Processing

  • Ultra-processed (NOVA 4)
    Strong Classified NOVA 4: made with industrial ingredients and additives. [8]
  • 6 kinds of ultra-processing markers
    Emerging Industrial additive classes found: emulsifier, flavoring, humectant, industrial protein, non-nutritive sweetener and sugar alcohol (polyol). [8]
subtotal−25.5

Nutrition per 100 g

  • Sugars 6 g / 100 g
    Strong Contains some sugar. [1]
  • Saturated fat 7 g / 100 g
    Strong Very high in saturated fat. [11]
  • Salt 0.5 g / 100 g
    Strong Contains some salt. [15]
  • Energy 360 kcal / 100 g
    Info Energy-dense for its weight. [2]
  • Fiber 4 g / 100 g
    Strong A good source of fiber. [2]
  • Protein 42 g / 100 g
    Info A good source of protein. [2]
subtotal−7
TOTAL 22Poor

100 − 78 = 22

Can’t score above 79. Contains sugar, an ingredient of high concern. [1][2][3]

Can’t score above 79. High in saturated fat (above the front-of-pack "high" level). [16]

GTIN 00749826126517 · 2026-10-08

score v1.3.0 · kb 2026.10.11

Medium confidence

Same product, same score. Every time.

Nutrition per 100 g

Energy360 kcal
Fat9 g
Saturated fat7 g
Trans fat0 g
Carbohydrates34 g
Sugars6 g
Added sugars4 g
Fiber4 g
Protein42 g
Salt0.5 g

Serving: 1 bar (50 g)

Ingredients

High Moderate Not recognized Tap an ingredient for its evidence and rules.
Label text, as published

Protein blend (milk protein isolate, whey protein isolate, whey protein concentrate), chocolate flavored coating (maltitol, fractionated palm kernel oil, whey protein concentrate, cocoa [processed with alkali], calcium carbonate, natural flavors, soy lecithin, sucralose), hydrolyzed collagen, glycerin, cocoa powder, water, milk chocolate drops (sugar, whole milk powder, chocolate liquor, cocoa butter, milk fat, soy lecithin, natural vanilla flavor), maltitol syrup, peanut flour, natural flavors, sucralose, almond butter, soy lecithin.

Allergens and diets

Contains: Milk, Peanuts, Tree nuts, Soy

  • Not vegan
  • Not vegetarian
  • Not palm-oil-free

Always check the package: recipes change.

Healthiest protein bars in the US

More from Pure Protein

Sources

  1. Guideline: sugars intake for adults and children

    World Health Organization · Mar 4, 2015 · Agency assessment

    “In both adults and children, WHO recommends reducing the intake of free sugars to less than 10% of total energy intake”

    who.int

  2. Dietary Guidelines for Americans, 2025–2030

    U.S. Department of Health and Human Services and U.S. Department of Agriculture · January 2026 · Regulator

    “Limit foods and beverages that include artificial flavors, petroleum-based dyes, artificial preservatives, and low-calorie non-nutritive sweeteners.”

    cdn.realfood.gov

  3. Added and free sugars should be as low as possible

    European Food Safety Authority · Feb 28, 2022 · Agency assessment

    “Sugar consumption is a known cause of dental caries.”

    efsa.europa.eu

  4. Personalized microbiome-driven effects of non-nutritive sweeteners on human glucose tolerance

    Cell · September 2022 · Peer-reviewed

    “As groups, each administered NNS distinctly altered stool and oral microbiome and plasma metabolome, whereas saccharin and sucralose significantly impaired glycemic responses.”

    doi.org

  5. Toxicological and pharmacokinetic properties of sucralose-6-acetate and its parent sucralose: in vitro screening assays

    Journal of Toxicology and Environmental Health, Part B · Aug 18, 2023 · Peer-reviewed

    “Sucralose-6-acetate significantly increased the expression of genes associated with inflammation, oxidative stress, and cancer”

    doi.org

  6. EFSA finds sucralose safe when used as currently authorised; cannot confirm safety of extending its use

    European Food Safety Authority · Feb 17, 2026 · Agency assessment

    “EFSA’s experts concluded that the sweetener sucralose (E 955) continues to be safe for consumers for its currently authorised uses as a food additive.”

    efsa.europa.eu

  7. WHO advises not to use non-sugar sweeteners for weight control in newly released guideline

    World Health Organization · May 15, 2023 · Agency assessment

    “The recommendation is based on the findings of a systematic review of the available evidence which suggests that use of NSS does not confer any long-term benefit in reducing body fat in adults or children.”

    who.int

  8. Ultra-processed foods: what they are and how to identify them

    Public Health Nutrition · April 2019 · Peer-reviewed

    doi.org

  9. Regulation (EU) No 1169/2011, Annex III point 2.4 (foods with more than 10 % added polyols)

    European Union (Official Journal) · Oct 25, 2011 · Law

    “‘excessive consumption may produce laxative effects’.”

    eur-lex.europa.eu

  10. 21 CFR 184.1835 Sorbitol

    Electronic Code of Federal Regulations (eCFR), U.S. Office of the Federal Register · Nov 22, 2016 · Law

    ““Excess consumption may have a laxative effect.””

    ecfr.gov

  11. Saturated fatty acid and trans-fatty acid intake for adults and children: WHO guideline

    World Health Organization · Jul 17, 2023 · Agency assessment

    “WHO recommends that adults and children reduce saturated fatty acid intake to 10% of total energy intake (strong recommendation).”

    who.int

  12. Process contaminants in vegetable oils and foods

    European Food Safety Authority · May 3, 2016 · Agency assessment

    “The highest levels of GE, as well as 3-MCPD and 2-MCPD (including esters) were found in palm oils and palm fats, followed by other oils and fats.”

    efsa.europa.eu

  13. Commission Regulation (EU) 2023/915 of 25 April 2023 on maximum levels for certain contaminants in food

    European Union (Official Journal) · Apr 25, 2023 · Law

    “Glycidyl fatty acid esters, expressed as glycidol”

    eur-lex.europa.eu

  14. 21 CFR 101.22 Foods; labeling of spices, flavorings, colorings and chemical preservatives

    Electronic Code of Federal Regulations (eCFR), U.S. Office of the Federal Register · Dec 19, 2016 · Law

    “whose significant function in food is flavoring rather than nutritional.”

    ecfr.gov

  15. Sodium reduction (fact sheet)

    World Health Organization · May 11, 2026 · Agency assessment

    “For adults, WHO recommends less than 2000 mg/day of sodium (equivalent to less than 5 g/day salt), or just under a teaspoon.”

    who.int

  16. Guide to creating a front of pack (FoP) nutrition label for pre-packed products sold through retail outlets

    Department of Health and Social Care / Food Standards Agency (GOV.UK) · Nov 8, 2016 · Regulator

    “Table 3: Criteria for drinks (per 100ml)”

    assets.publishing.service.gov.uk

  17. Ultra-processed food exposure and adverse health outcomes: umbrella review of epidemiological meta-analyses

    BMJ · Feb 28, 2024 · Peer-reviewed

    “Greater exposure to ultra-processed food was associated with a higher risk of adverse health outcomes, especially cardiometabolic, common mental disorder, and mortality outcomes.”

    doi.org

  18. Ultra-Processed Diets Cause Excess Calorie Intake and Weight Gain: An Inpatient Randomized Controlled Trial of Ad Libitum Food Intake

    Cell Metabolism · July 2019 · Peer-reviewed

    doi.org