I've been out of the supplements loop for almost two years now, and I found an old receipt from about a year and a half that showed I paid $47.99 for a 10lb bag of ON 100% Whey. It's now $76.99 (more than 60% increase!)!
All whey has gone up, as previously posted. Optimum Nutrition has always been a great deal for the quality, so the price hike is fair. You can still drive to GNC and pick up 5 lbs of Gold Standard for under $40, though.
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