Ultimate Nutrition

Ultimate Nutrition was a prominent American manufacturer of sports supplements and nutritional products, founded in 1979 by powerlifter Victor Rubino. The company was a pioneer in the industry, being among the first to offer whey protein, amino acid tablets, and carbohydrate powders to the general public. Its product portfolio included well-known brands such as Iso Sensation 93 and Muscle Juice, which were distributed globally to athletes and fitness enthusiasts. In August 2019, the company reportedly ceased operations and laid off its workforce, ending its 40-year tenure as a leader in the bodybuilding supplement market.