Levels Just Declared War on Pumpkin Spice With a Maple Cinnamon Protein Powder

Today, protein brand Levels launched its first-ever limited-edition flavor, Maple Cinnamon whey protein, under a campaign called "End the Pumpkin Propaganda." I am going to need a moment, because that might be the funniest product campaign name of the year.

Their whole argument: fall does not have to taste like one increasingly artificial spice blend. Real cinnamon, natural maple, twenty-four grams of protein, no artificial anything. It is the anti-pumpkin-spice protein shake, and it is only available on TikTok Shop, LevelsProtein.com, and select Vitamin Shoppe stores.

Look, I have nothing against pumpkin spice. I have had plenty of pumpkin spice protein shakes that tasted like a Yankee Candle got melted into a blender. But there is something refreshing about a company going to war over seasonal flavor hegemony. Maple and cinnamon is a solid play, too. That combination has been carrying breakfast since before any of us were born.

They suggest tossing it in coffee, smoothies, or pancakes. Or, you know, just the shake. Sometimes the usual gets a little less usual, and that is enough.