A Protein Bar That Doesn’t Hide Behind Dates.
Image is for illustrative purpose only - actual product may vary.
The Problem Statement
Wafers were doing all the work — giving crunch and providing consumer delight — but they pushed sugar to embarrassing levels for a “protein” bar, turned sticky-hard in Indian summers, and buried the nutty, roasted taste consumers wanted.
Founders’ Involvement, Experience and Hack
Cut the regular chewy protein bars and rebuilt the bind: a soluble-fibre syrup binding system with a touch of natural sweetener system— kept deliberately visible for texture and bite, a protein blend that stays soft through shelf-life, and a cold-form process that protects it all.
Commercial Scale & Impact
Sugar down, protein up, and a bar where you can see exactly what you’re eating — it beat the original chewy bars in blind taste tests.
Case stories are illustrative retellings of real project experience across these brands