Since we started this supplement adventure, Leish and I wanted the cleanest whey protein on the market.
We were inspired by a company (wish I could remember the name) that had a 3-ingredient whey protein product.
It resonated with our clean-eating (yes, I know the term isn’t well defined) mindset.
And with some of my advisory/consulting roles in the supplement/nutrition space, I knew how tough this would be.
For a quick peek behind the supplement curtain, here are some truths:
Whey is EXPENSIVE - You can see why so many companies have surreptitiously decreased them protein content of their products (one company we used to sell in our gym dropped their protein content from 84% to 76% in about a year!).
Gen Pop wants a milkshake - Most people don’t understand that prioritising flavour, sweetness and mouthfeel means compromising on protein content.
People use price incorrectly - It’s not how much the product costs… It’s how much the protein costs.
So if we wanted to maximise profits, we’d focus on a mass-produced, mass-marketed whey protein shake with minimal protein and maximal flavour.
We went the opposite direction.
These were our parameters:
Only 3 ingredients (the more you add, the more you drift away from clean)
Over 80% protein (it’s easy to find carbs at school, sports grounds, on the road, etc.)
Australian & grass-fed
R&D finished last week and production starts Monday!
Now as the heading suggests, this is a soft launch.
We’re making a small batch (less than 400kg) and I am looking for Coaches (or Mums) who want to trial it.
(NOTE: This batch won’t be HASTA certified!)
How it works:
Reply to this email to enter.
First 50 applicants (either coaches or parents) will be accepted.
Once set up, I’ll discount 50% off the RRP for your first order.
Once you’ve tried it, you’re invited to provide feedback.
If that sounds good to you, reply now.
Either way, make it a great day!
Chat soon,
Grant
PS We aimed at 80% protein… and achieved 85% : )