We made a protein
snack out of wheat.
On purpose.
Here's why that matters.
The rest of the protein aisle gave up on texture twenty years ago. We didn't.
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The protein aisle has
a texture problem.
Whey turns chalky. Pea tastes like the bag it came in. Soy leaves an aftertaste that outlasts the snack. The category solved for grams per serving and forgot that food is meant to be eaten, not endured.
Most "protein" snacks are powder pretending to be food. Powder pressed into a bar. Powder puffed into a chip. Powder dusted onto something else.
another powder.
We wanted food.
Wheat, actually.
Wheat gluten is 75–80% protein at the source.
And it's the plant protein that bakes into actual food.
Whey is a powder - about 80% protein in the scoop, and we'll give it that. But bake it and it denatures and turns rubbery. Pea is a powder. Soy is a powder. Wheat protein is a structure - it forms dough, holds shape, crisps when baked, and behaves like an ingredient instead of an additive. That's why every great crunchy food in human history is made from it.
We start with wheat gluten and bake it into toppings and crumbles - 10g of protein per serving, on food you already eat.
Same spoonful.
More protein than the food it replaces.
2Per 23g vs. average of 11 leading US protein granola brands — protein: 10g vs 4.7g (June 2026 panels).
3Per 20g vs. average of 5 leading crouton brands — protein: 10.8g vs 2.9g.
4Per 20g vs. average of 7 popular tree nuts (USDA) — protein: 10.3–10.5g vs 3.3g; fat: 4.9–5g vs 11.3g.
Every other plant protein
is a powder pretending
to be food.
Pea protein has to be bound, gummed, and disguised. Soy needs masking agents to hide what it tastes like raw. Whey can't be baked - it denatures and turns rubbery.
Wheat protein doesn't need to be hidden. It holds its own. Mix it, hydrate it, bake it - it crisps, it holds, it crunches. It's behaved like food for ten thousand years because it is food.
We didn't start a brand.
We started a protein.
Most food brands start with a brand, then go looking for a protein to put inside it. Pick a powder off a supplier's shelf, add flavoring, design a bag.
We did it the other way round. Daniel, our co-founder, spent years developing this wheat protein in our own facility in Australia. Not sourcing it. Building it.
Then we sold it to food manufacturers. They had no interest in our story, our packaging, or our opinions about the protein aisle. They cared about one thing: whether it worked. Whether it held its shape, survived the oven, and tasted like food.
It worked. The protein is still made in that facility in Australia; the crumbles and toppings are baked in the USA. Only then does it go in a bag with our name on it.
"Yes, but isn't
gluten bad?"
Let's talk about it.
Roughly 1% of the population has celiac disease and genuinely cannot eat wheat.1 For everyone else, gluten became a wellness scapegoat somewhere around 2012 - a clean villain for a category that needed one. The marketing got loud. The science never caught up.
The Mayo Clinic is clear: outside of celiac disease and a small population with non-celiac wheat sensitivity, there's no demonstrated benefit to a gluten-free diet for the general population.2 Multiple peer-reviewed reviews have come to the same conclusion.3
We're not anti-gluten-free. If you have celiac disease, this product isn't for you, and we'd never pretend otherwise. We're pro-actually-reading-the-research.
2Mayo Clinic, "Gluten-free diet" - mayoclinic.org
3Lebwohl et al., BMJ 2017; Niland & Cash, Gastroenterol Hepatol 2018
A crunch that
doesn't apologize.
About 100 calories.
As few as 4 ingredients.
Because we started with the right protein, we didn't need to compensate for it. No gums or binders. No flavor-masking agents. Protein baked in - not blended in and masked.
The rest are there to make it taste like food.
You've read this far.
You already know.
The whole protein category bet against wheat. We bet on it. If you want to taste the difference, the Variety Box is the easiest way in.
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