"True Protein" can refer to two things: a specific measurement of protein in food, particularly milk, or a brand of sports nutrition supplements. The measurement "true protein" is a more accurate measure of protein content than "crude protein" because it excludes non-protein nitrogen, according to Holstein Association and SaskMilk. The brand True Protein is an Australian company that sells all-natural sports supplements formulated with natural ingredients and no artificial additives, notes this "About Us" page and this product page.