WHY 40% NEVER COUNTS — THE PROTEIN PRINTED ISN’T THE PROTEIN USED — PROTEIN QUALITY CAN DROP TO 50% DIGESTION —

WHY 40% OF PROTEIN NEVER COUNTS.

Moughan PJ, British Journal of Nutrition 2021.

THE PROTEIN PRINTED ISN’T THE PROTEIN USED.

Donald K. Layman, Institute for Functional Medicine Podcast, April 18, 2025.

PROTEIN QUALITY CAN DROP TO 50% DIGESTION.

FAO Expert Report on Protein Digestibility, 2013 (foundation of DIAAS method).

The 40% Gap

In a 2021 analysis published in the British Journal of Nutrition, protein researcher Paul Moughan showed that when you adjust protein intake for true digestibility and amino acid balance (using the DIAAS method), a large portion of what we eat isn’t fully utilized. Diets scoring between 0.60 and 0.80 on the DIAAS scale delivered only 60–80% usable protein; meaning as much as 20–40% was effectively lost. This shortfall isn’t limited to extreme cases; it can show up in everyday diets where the balance of proteins aren’t fully utilized.

Label Vs Reality

In an April 2025 Institute for Functional Medicine podcast, protein researcher Donald K. Layman revealed that the number printed on a nutrition label doesn’t always match what your body actually absorbs. On average, only about 60% of that protein is bioavailable, with the rest locked away in forms your body can’t fully use.

That gap means two products with the same protein count can deliver completely different results. Some sources give you barely half of what’s promised, while refined isolates can push absorption above 90%.

It’s a simple truth: hitting your goals isn’t about the protein you see, it’s about the protein your body can actually use.

The Root Of Diaas

In 2013, the Food and Agriculture Organization (FAO) released an expert consultation on protein quality that introduced the DIAAS scoring method. The report showed that not all proteins are digested equally: some sources reach high levels of true ileal digestibility, while others fall to as low as 50%.

This gap explains why as much as 30–40% of dietary protein can be effectively lost before the body can use it. The FAO emphasized that measuring protein by digestibility and amino acid balance is essential for understanding how much nutrition actually reaches your muscles.
(We Hate The 40%)

Death to The 40%

This isn’t just about the 40% of protein that goes unabsorbed. It’s a metaphor for every unfinished rep and all the potential left on the table. What matters is making every effort count so nothing you put in goes to waste.

Engineered for Maximum Impact

Key Benefits

No Protein Left Behind

Supports efficient protein breakdown and utilization.

shop protein power

Recover Stronger

Helps support recovery and muscle protein synthesis.

shop protein power

Fuel Without the Bloat

Supports healthy digestion & nutrient comfort after meals.

shop protein power

What Makes us different

Dear "Reader",

We built Zero Høur around wanting to achieve more. So everything under the cap should match this intent. With that being said we have almost every certification under the sun. Including GMP & FDA regulated, NSF certified and 3rd party tested because the only thing that should be in Protein Power is Protein Power.

As for the why, we were tired of forcing down endless shakes and meals just to hit daily protein goals until almost getting sick. But the eating wasn’t always the problem.

It was the fact that up to 40% of it can go unabsorbed. So we made a formula packed with digestive enzymes and probiotics for focused protein absorption.

XO, with love,

- Zero Høur

Claim 40% Off & The Spotlight

Step into the spotlight. Send us your shot repping Protein Power and claim 40% off your next order. Every submission puts you in the running to be crowned Zero Høur Athlete of the Month, the ones who don’t just train, they set the standard

Protein Power – Protein Absorption Amplifier

Special Offer

Protein Power is 25% off until October 31st. Stock up and get more out of every scoop.

Claim Offer

(We Hate The 40%)

DEATH TO THE 40%

This isn’t just about the 40% of protein that goes unabsorbed. It’s a metaphor for every unfinished rep and all the potential left on the table. What matters is making every effort count so nothing you put in goes to waste.

Shop Bulk

Your Feedback, Our Fuel.

  • ★★★★★

    "Every Gram Counts"

    I have been taking the protein amplifier for a little over 2 months. It truly feels like all of my protein intake is being used.

    Texas - USA

  • ★★★★★

    "New Daily Supplement"

    New addition to my daily supplements. I am always looking for a edge.

    Ohio - USA

  • ★★★★★

    "Skeptic Is now convinced"

    I starting taking the protein enhancer and was skeptic at first. Soon after I was less sore and I started to feel a lot fuller.

    Florida - USA

  • ★★★★★

    "CHANGES YOU CAN FEEL"

    Took me about 3 weeks to see changes and 4 to really notice.

    Nevada - USA

  • ★★★★★

    "SLEEPER HIT"

    Waiting for this product to blow up. I am not sure how it hasn't.

    Colorado - USA

  • ★★★★★

    "Not the Powder After All"

    I was switching protein powders consistently from ghost to 1st phorm and more. Then I realised maybe it wasn't the powder and boy was I right.

    Washington - USA

  • ★★★★★

    "NOT YOUR AVERAGE SUPP"

    Not a huge supplement guy, but this stuff is great.

    Georgia - USA

  • ★★★★★

    "CAN’T RECOMMEND ENOUGH"

    Could not recommend this supplement more.

    Minnesota - USA

  • ★★★★★

    "BULK OR CUT, IT WORKS"

    Used on a bulk. Got amazing results I am currently cutting and still using.

    Oregon - USA

  • ★★★★★

    "MONTHLY MUST-HAVE"

    Have been using for about a month. About to order another one.

    Arizona - USA

  • ★★★★★

    "NOT A SCAM, IT’S REAL"

    Thought it was a scam but then I read you had to take it before meals. I am in love.

    South Carolina - USA

  • ★★★★★

    "GYM PARTNER APPROVED"

    I got lucky my gym partner showed me this.

    New York - USA

    Claim 40% Off & The Spotlight.

    Step into the spotlight. Send us your shot repping Protein Power and claim 40% off your next order. Every submission puts you in the running to be crowned Zero Høur Athlete of the Week, the ones who don’t just train, they set the standard

    Your Feedback, Our Fuel.

    • ★★★★★

      "Every Gram Counts"

      I have been taking the protein amplifier for a little over 2 months. It truly feels like all of my protein intake is being used.

      Texas - USA

    • ★★★★★

      "New Daily Supplement"

      New addition to my daily supplements. I am always looking for a edge.

      Ohio - USA

    • ★★★★★

      "Skeptic Is now convinced"

      I starting taking the protein enhancer and was skeptic at first. Soon after I was less sore and I started to feel a lot fuller.

      Florida - USA

    • ★★★★★

      "CHANGES YOU CAN FEEL"

      Took me about 3 weeks to see changes and 4 to really notice.

      Nevada - USA

    • ★★★★★

      "SLEEPER HIT"

      Waiting for this product to blow up. I am not sure how it hasn't.

      Colorado - USA

    • ★★★★★

      "Not the Powder After All"

      I was switching protein powders consistently from ghost to 1st phorm and more. Then I realised maybe it wasn't the powder and boy was I right.

      Washington - USA

    • ★★★★★

      "NOT YOUR AVERAGE SUPP"

      Not a huge supplement guy, but this stuff is great.

      Georgia - USA

    • ★★★★★

      "CAN’T RECOMMEND ENOUGH"

      Could not recommend this supplement more.

      Minnesota - USA

    • ★★★★★

      "BULK OR CUT, IT WORKS"

      Used on a bulk. Got amazing results I am currently cutting and still using.

      Oregon - USA

    • ★★★★★

      "MONTHLY MUST-HAVE"

      Have been using for about a month. About to order another one.

      Arizona - USA

    • ★★★★★

      "NOT A SCAM, IT’S REAL"

      Thought it was a scam but then I read you had to take it before meals. I am in love.

      South Carolina - USA

    • ★★★★★

      "GYM PARTNER APPROVED"

      I got lucky my gym partner showed me this.

      New York - USA

      What Makes Us Different

      Dear "Reader",

      We built Zero Høur around wanting to achieve more. So everything under the cap should match this intent. With that being said we have almost every certification under the sun. Including GMP & FDA regulated, NSF certified and 3rd party tested because the only thing that should be in Protein Power is Protein Power.

      As for the why, we were tired of forcing down endless shakes and meals just to hit daily protein goals until almost getting sick. But the eating wasn’t always the problem.

      It was the fact that up to 40% of it can go unabsorbed. So we made a formula packed with digestive enzymes and probiotics for focused protein absorption.

      If you want to know how Zero Høur fully came together, our full story is in the blog right below.

      XO, with love,

      - Zero Høur

      Explore Our Mission.

      The Ø Insider

      Twin Founders. The Story Behind The Ø.

      Twin Founders. The Story Behind The Ø.

      May 04, 2025 • by Gavin Crawford
      When the 2020 lockdowns came, my twin brother and I got really big into the gym. After around one year of lifting, we learned that your body can’t make muscle if it doesn’t ha...
      Explore Our Mission.

      The ø insider

      Twin Founders. The Story Behind The Ø.

      Twin Founders. The Story Behind The Ø.

      May 04, 2025 : Gavin Crawford
      When the 2020 lockdowns came, my twin brother and I got really big into the gym. After around one year of lifting, we learned that your body can’t make muscle if it doesn’t have enough fuel. So, going from maybe three meals a day to six meals a day and drinking 4-5 protein shakes was a huge jump. School nights staying up late to eat. Early mornings before school to eat more. Sometimes even vomiting from overeating. This came along with us studying everything about the nutrition and fitness industry, to grab every little advantage we possibly could. Leading us into college (2024), we decided to study the field of Kinesiology with plans to move into the Physical Therapy field at the university of Miami Oxford. That was until our freshman year, when we wanted to start something bigger than ourselves and something we were truly 100% passionate about. A supplement brand. So, in March 2025, at 19 years of age, we put GO Supplements LLC (Zero Høur) into motion. We wanted to solve a big problem: unabsorbed protein. This is where we tie back to us eating endlessly. We did some digging and found as much as 40% of protein can go unabsorbed (Moughan PJ, British Journal of Nutrition 2021). So, we made Protein Power a supplement that helps you absorb more protein using digestive enzymes and probiotics. I know this is cliche, but this supplement is not for everyone. Truly. But if you are eating enough and putting in the work, you will reap the benefits. We are not reinventing protein, we are just helping your body absorb more of it. I appreciate you for being here and pushing with us. Founders, Gavin and Owen Crawford
      Read more