Why Our Prices and Discounts Are Changing

March 2026,

TL;DR: Our ingredient costs have gone up. Significantly. And after holding prices for as long as we could, we're now correcting them.

This page exists so you know exactly what is changing, why, and what it means for you.

What's happening?

Three things are changing together:

First, MRPs are going up across several products.

Second, discounts during monthly Wholesale are being revised. It will still give the best deals of the month, but the structure is changing: from a flat percentage number every month to flat discounts that vary by product (because ingredient costs vary by product.)

Third, coupon codes are being revised to align with the new pricing. Some old ones you might have will stop working or associated discounts will reduce.

These three changes are connected. It wouldn't make sense to revise MRPs but leave everything else unchanged. The math just doesn't work. So we're moving everything together, and telling you about it together.

Why is this happening?

Long story short, the raw material prices of our products have risen sharply. Take whey. Its price have nearly tripled since we started selling them. Most of our products:protein bars and protein powders — use whey as a core ingredient. 

Now Whey is a globally traded commodity. We don't set its price. We respond to it.

See for yourself

 

WPI (Whey Protein Isolate) went from roughly Euro 7,700 per metric ton in late 2023 to a forecasted Euro 25,000+ by early 2027. 

WPC (Whey Protein Concentrate) 80 went from at around Euro 6,400 per metric ton in 2023 and by mid-2025, it had crossed Euro 12,000. Forecasts for 2026 put it above Euro 19,000. That's a 3x increase in under three years.

And it's not just whey.

Cocoa is at a 40-year high. (We made a video explaining why this is happening.) And costs for nuts and other inputs have also shot up. 

If you've noticed food prices rising across brands and categories… this is the same wave.

We held prices. Until we couldn't.

We absorbed cost increases for as long as we could. But that's not sustainable. Not for a company that wants to keep making honest food for 100 years. 

So we're raising prices and reducing discounts. Because the alternative is cutting corners on ingredients, and that's something we'll never do.

What this means for The Whole Sale

What doesn't change is that the Wholesale on our website remains the place where you get the best deals on TWT. Every month. 

If you're trying to figure out when and where to buy TWT, the answer is always… Wholesale.

We know this is an adjustment. Especially if you've been used to a fixed number of 30% flat off. But this new structure lets us keep Wholesale running honestly where pricing that reflects real costs, while still guaranteeing you the best deal.

For coupon code holders and affiliates

All coupon codes and affiliate discounts are being revised to align with the new pricing structure. We are trying our best to contact everyone with details on what's changing. If you haven't heard from us and have questions, please reach out to us at listen@thewholetruthfoods.com and we will help. 

We've been talking about this

This isn't the first time we're saying ingredient costs are rising. We've been documenting this as it's happened: in videos, on social media, and in our product decisions. Here's some of that context:

We know this isn't the update most consumers hope for. But we hope knowing why we're doing this helps. We have built TWT on the promise of radical transparency, and share things even if it's not the easiest thing to say. 

That's the whole truth.

With love, 
Team @ The Whole Truth