Levels' Costco Expansion Taps into Consumer Demand for 'Clean' Protein

JUPITER, Fla. – February 12, 2026

In a move that signals a major shift in the mainstream supplement market, Levels® has announced a significant expansion of its distribution partnership with Costco. The brand’s 5.64lb bag of Vanilla Bean Whey Protein Powder is now rolling out to an additional 75 Costco warehouses across the Pacific Northwest, a region known for its health-conscious consumer base. This expansion brings Levels' total presence to 187 Costco locations across 13 states, marking a significant milestone for a company built on the principles of ingredient transparency and simplicity.

This development is more than just a standard retail expansion; it is a powerful indicator of a larger trend. As consumers become increasingly discerning about what they put into their bodies, brands that prioritize clean, minimal-ingredient formulas are moving from niche health food aisles to the bulk-sized shelves of warehouse giants. Levels' success within Costco demonstrates that the demand for purity and transparency in supplements has reached a critical mass.

Cracking the Warehouse Code

Securing and expanding a footprint in Costco is a notoriously challenging feat for any consumer packaged goods (CPG) brand. The warehouse club's aisles are a highly competitive arena, where established giants vie for the loyalty of millions of members. In the protein powder category, Levels is now merchandised alongside long-standing bestsellers like Optimum Nutrition's Gold Standard Whey, Costco’s own popular Kirkland Signature brand, and plant-based leaders like Orgain.

For an emerging brand to not only gain entry but to warrant a rapid, multi-state expansion is a testament to its product's performance and resonance with the Costco shopper. The initial success was so compelling that it triggered a swift decision to broaden its availability.

"Costco has been a fantastic retail partner for Levels, and we're thrilled to bring the brand to warehouses in the Pacific Northwest," said Blake Niemann, Founder & CEO of Levels, in a recent press statement. "The initial performance of Levels Vanilla Bean Whey was significant enough for Costco to expand our distribution rapidly, showcasing the massive appetite from consumers for protein powders that deliver high-quality ingredients at an affordable price."

This success story provides a playbook for other CPG brands, illustrating that a strong value proposition rooted in quality and transparency can effectively break through the noise of a crowded market. It highlights a strategic pivot by major retailers, who are increasingly allocating shelf space to brands that align with modern consumer values.

The 'Clean Label' Revolution Goes Mainstream

The driving force behind Levels' expansion is the unstoppable growth of the 'clean label' movement. Today's consumers, particularly health-aware Millennials and Gen Z, are no longer satisfied with marketing claims alone. They are researchers and label-readers, demanding short, understandable ingredient lists and shunning artificial additives, hormones, and unnecessary fillers. Market data confirms this shift, with the global protein powder market projected to surge to nearly $60 billion by 2035, driven in large part by demand for healthier, more natural options.

Levels has built its entire brand identity around this principle. Its whey protein concentrate features a radically simple formula of 6-8 ingredients, starting with grass-fed, hormone-free dairy. This commitment to using the least-processed form of whey appeals directly to consumers seeking products that are as close to their natural state as possible. The brand’s success validates that 'clean' is no longer a niche preference but a mainstream expectation that influences purchasing decisions on a massive scale.

A Mark of Purity in a Crowded Field

In an industry where trust is paramount, Levels has sought to bolster its claims with third-party validation. The brand is part of a select group of protein powders to receive the Clean Label Project's Purity Award. This is not a simple certification; it involves rigorous independent testing for over 400 potential industrial and environmental contaminants, including heavy metals, pesticides, and plasticizers like BPA.

With less than 30% of brands in the protein space holding this distinction, the Purity Award serves as a powerful differentiator. It provides consumers with an objective, data-backed reason to trust the product's safety and quality claims. This is particularly relevant given recent reports and consumer concerns about the presence of contaminants in some supplements. The Clean Label Project's own research has highlighted variances in purity, noting that whey-based proteins, on average, tend to test cleaner for certain heavy metals compared to some plant-based alternatives, a distinction that benefits brands like Levels.

This commitment to verifiable purity allows the brand to stand out confidently, not just on its ingredient list, but on its verified safety profile, a critical factor for daily-use products like protein powder.

A Calculated Expansion into a Key Market

The choice to focus the latest expansion on the Pacific Northwest—encompassing Washington, Oregon, Alaska, Montana, Idaho, and Utah—is a highly strategic one. This region is well-known for its population of active, environmentally conscious, and health-focused consumers. These are shoppers who are more likely to investigate ingredient sourcing, appreciate the value of grass-fed dairy, and actively seek out products with certifications that align with their values.

By increasing its presence in this key market, Levels is placing its product directly in the path of its ideal customer. The expansion is a calculated bet that the brand's message of clean, minimal, and affordable nutrition will resonate deeply with the lifestyle and purchasing habits prevalent in the Pacific Northwest. As the company continues its aggressive growth, with projections to surpass 9,000 physical points of distribution in 2026 across partners like Walmart, Target, and Kroger, this successful partnership with Costco serves as a powerful foundation for its national ambitions.