MOOLESS Truck On The 'Moove' From West Hollywood

BEVERLY HILLS, CA — Completely 'moo-less' but still packed with protein, a neon blue and pink food truck hit West Hollywood Wednesday to serve up animal-free protein powder.

The food truck served MOOLESS, a vegan whey protein powder developed by wellness company Natreve. The protein powder comes in four flavors: Chocolate Fudge Brownie, Cookies and Cream, Vanilla Bean and Strawberry Shortcake.

The truck stopped at the West Hollywood and Miracle Mile Equinox locations Wednesday and will make its way to Los Angeles Fit Expo Saturday and Sunday, and the Santa Monica Pier on May 28.

The truck served up two smoothie flavors and one protein shake flavor in 4 oz eco-friendly tasters: coconut pineapple and peaches & cream smoothies with a vanilla bean cupcake protein shake option. The samples are free and come with information about the benefits of vegan whey.

The MOOLESS protein powder is genetically and molecularly "identical to conventional whey" — "no cow, all science," according to the brand. One of the major benefits of switching to a vegan whey protein is the reduced environmental impact or production, according to Natreve.