Instagram creator flags sugar levels in protein product, brand refutes allegations

Fitness influencer Akash Yadav has accused health brand The Whole Truth of misleading consumers about the sugar content and positioning of its protein and snack products. 

In a video posted on Instagram, Yadav claimed the brand’s “Beginner’s Protein” contains 4.3 grams of added sugar per scoop — an amount he believes is unsuitable for diabetics, pregnant women, and sugar-conscious consumers.

He also questioned the company’s marketing of its protein bars and hazelnut spread. Citing the brand’s website, Yadav pointed out that the protein bars are shown as suitable for both children and parents, which he called “misleading”. On the hazelnut spread, he raised concerns about the label stating it is made with “real chocolate” while the ingredients list mentions only cocoa nibs and cocoa powder.

“When I first saw the brand, I was impressed by its honesty,” said Yadav. “But after checking the nutrition labels and claims, I noticed red flags. This isn't transparency.”

Brand Founder Issues Rebuttal

Responding directly in the comments section, The Whole Truth founder Shashank Mehta dismissed all allegations, calling them “baseless”. He clarified that the 4.3g of sugar per scoop comes from jaggery and is clearly declared on the packaging. “This product is aimed at beginners who need a more balanced macro profile. For advanced users, we offer a separate range with 24–30g of protein and no added sugar,” he wrote.

Mehta also criticised Yadav for quoting sugar levels per 100 grams — a quantity equivalent to nearly three scoops. “No beginner is consuming that much protein in one go,” he said.

On the protein bar issue, Mehta rejected the claim that the product is positioned for everyone. “The bar doesn’t say that anywhere. I don’t know what you're reacting to,” he added. For the hazelnut spread, he maintained that cocoa nibs and powder are chocolate derivatives and their declaration aligns with regulatory norms.

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A post shared by Akash Yadav (@sir_akash_yaduvanshi)

Influencer Doubles Down

Yadav responded with another public comment, reiterating his stand. “Your pack clearly says ‘for everyone’ — but with this sugar content, it’s not for those who need to monitor sugar intake,” he wrote. He also cited the brand’s website as evidence that the protein bars are indeed being promoted for both children and adults, disputing Mehta’s denial.

He concluded with a statement aimed at transparency: “I’m not here to fight with a brand. I’m here to share facts with my audience, big or small.”

Online Support and Reactions

The reel has garnered over 28,000 likes and 1,000+ comments, with many users siding with the influencer. “You’re not a villain—you’re a real hero for speaking up,” wrote one commenter. Another said, “This wasn’t just an opinion, it was a fact-check.”

As of now, there has been no formal resolution from either side, but the controversy continues to stir debate around health claims, influencer accountability, and brand transparency.