Aren't there enough protein powders already? No, we didn't think so. So we created a completely new brand with products that taste, feel, and deliver exactly what we want – both during workouts and in everyday life.

4 quick facts about POW

Great flavors
We got tired of protein powders that taste like a candy store. POW is less sweet, more mature – developed to be something you actually want to drink, not just consume. Flavors that work just as well on the go after a sweaty workout as in a fresh smoothie at home on the balcony.

Something for everyone
Clear whey, casein, whey, vegan, beef protein, and creatine – with POW, we want to meet all dietary preferences and lifestyles. You choose the products that suit you, your training, and your everyday life.

Reliable & locally produced
Our products are manufactured in a small factory just outside Stockholm, with a focus on quality and transparency. No shortcuts. No fluff. Just products we want to use ourselves.

Women at the helm
We created POW based on our own and our friends' needs – women who live in the midst of the equation of work, family, training, and everything in between. We own 100 percent of POW and run the company together.

We are POW

Jenny Bäcklin
"I built my career before 30, hit a wall around 40, and decided to rebuild both my body and my life. Today, nearing 50, I'm building a health company – and feel stronger than ever."
Read more about Jenny here!

Sofie Lantto
"I've worked in the fitness industry for 20 years, completed 24 Ironmans and 4000 skydives – on meat and potatoes. But I've actually never had as much energy as now."
Read more about Sofie here!

Press images

Click here for high-resolution images free for editorial use. Portraits by Joar Vestergren. Contact us if you need any other image or, for example, want to share a recipe and recommend us. Hej@impow.se is a good address.