Good Hemp Nutrition has launched a fitness shake using protein derived from green hempseed, which it claims is the first credible alternative to whey concentrate.

The new Hi-Plant Pro range, which rolls into Holland & Barrett in June, comes in three variants: Active Shake for the gym, Muscle Shake to build muscle mass (rsp: £39.99), and Weight Check for weight management (rsp: £49.99). All are available in chocolate, banana and strawberry flavours.

Although hempseed proteins had been used in protein powders before, Hi-Plant Pro contained a finely milled concentrated extract that carried flavours better and was easier to mix, said a spokesman.