**Creatine Is the New Protein, and Everyone Wants a Scoop**

Protein built the sports nutrition aisle. Creatine and collagen are trying to run it.

Legion just rolled out Collagen+, built with certified grass-fed SOLUGEL collagen peptides, as an extension of its Whey+ protein powder line. Cellucor is blending categories with Vitality, a hybrid that packs 5g of creatine alongside premium Verisol collagen as part of a broader brand relaunch. Even Amazon is getting in on the action. Amazon Basics now sells a no-frills Creatine Monohydrate Powder in a 300g, 60-serving tub.

And then there is Unkrowned King, the evolution of Kevin Levrone’s Levrone Signature Series, launching with seven different protein products right out of the gate.

What is happening here? The single-ingredient era is colliding with the stack era. Amazon Basics is selling simplicity. One ingredient. Clear value. Meanwhile, brands like Legion and Cellucor are premium-izing and hybridizing, layering collagen peptides into existing protein and creatine demand.

Why it matters: the sports nutrition shelf is fragmenting. You have value players stripping formulas down to basics, and brand builders pushing benefits into new adjacencies like collagen. The middle gets squeezed.

Quick take: protein is no longer enough. The next fight is about what you add to it, or whether you strip it back to basics and win on trust and price.