Smells Like 💩

So today I decided to have a productive lunch break as I wanted to follow up on something that caught my eye yesterday while on the BulkPowders website. It follows on from other work I’ve been doing to highlight foul-play in this industry and I’m not one to let things go.

I’ll start by saying that I’ve regularly purchased products from BulkPowders – it’s currently the whey protein I’m using as for the most part, I like their products. Though that may now change.

2018-01-11 18_11_03-WMN® _ Protein Shakes & Vitamins for Women _ BULK POWDERS®

As you know, I’ve previously looked into other supplement companies and their gender specific products. You know what I’m talking about, those products which are practically identical to the regular ones other than the addition of a pink label. In case you missed them, you can find them here:

Booby Trap – A look at three brands.

Pretty in Pink – A look at WOMEN’S PEANUT BUTTER 😮

I started looking at the BulkPowders WMN range and thought I’d check out the ingredients, price, and nutritional values to see how they matched up to regular protein powders. Unfortunately I didn’t even make it that far.

The thing that jumped off the page was that EVERY product had reviews that looked a bit suspect.

Why? 🤔

1️⃣️ They all scored 5 out of 5

2️⃣️ They were all posted on the same day

3️⃣️ They all seem like rehashed USP’s (unique selling points) and marketing speak.

So, as you do, I put them all into a table to take a closer look 🤓 Click to enlarge! (external link)


So what do you think? LEGIT? BULLSHIT?

I’ve worked in sales and marketing for 10 years now so to me these were pretty easy to spot, though I’m left scratching my head as to how and why brands think they can get away with this kind of underhanded activity.

When are brands going to realise that consumers aren’t as thick as they might think? If a product doesn’t have any genuine customer reviews then there’s probably a reason for that. Just suck it up and deal with it.

I’ve already highlighted my concerns to BulkPowders on Twitter and have emailed them too. At the time I’ve writing I’ve not received a response. I’ve also contacted the Competition and Markets Authority to see if they might want to take a look. Fingers crossed on that one.

One step at a time I’m trying to help you guys out. It’s probably a battle that’ll never end, but it’s one worth fighting 🥊

Share my post, share the tweet, get involved!

110c7c75ef7ab49640f7da1bd5f06e54Header image from

2 thoughts on “Smells Like 💩

  1. Chaz Longworth says:

    I get what you’re trying to do, but having worked for many years developing new lines for many companies in many industries, companies often send out their products to ambassadors, friends, families etc and ask for reviews prior to the launch date, which may explain the date correlation. At least they are not trying to trick us with the dates. It might be interesting to hear your take on the actual product before beginning the trash talk. Calling out bad companies for bad practise is to be commended, but not before you know the facts, otherwise you sound a bit ‘ranty’. Just my opinion. 🙂

    • oxfordfitness says:

      Hey Chaz, thanks for reading.

      I think for me this is a wider issue than sending things out to friends, family, and ambassadors – which I get is commonplace. You just have to look at the language, formatting, and style of the reviews. They’re all very similar and are closely aligned to the product specifications. I’ve written marketing briefs, adverts, and product descriptions. As a marketer, getting reviews that mirrored what I had written is something that you’d be ecstatic with. Think more broadly about reviews, when was the last time a bunch of reviews were posted with perfect spelling and grammar for example? Not to generalise too much, but I’ve certainly not seen many occasions that was the case.

      BulkPowders finally replied to my email and said the dates weren’t the date that the reviews were written, it was the date they were approved. That then raises the question of cherry picking reviews to be posted.

      My other query that I’m going back to them with was that I was messaged on Twitter by a BulkPowders sponsored athlete who said they wrote one of the reviews. Another question – is that fair? Should someone who represents the brand and gets sent stuff for free be deemed a “verified” and “approved” customer to be able to leave a review?

      Turns out I can get ranty in my comments too! 😂 It’s actually something I’ve enjoyed writing about as business practise is of interest to me, particularly in this industry.


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