Our story

The initial goal was not to build a supplement company. It was to fix a personal problem.

Like many, I switched from Whey to Vegan protein powders to eat cleaner and reduce my meat intake. I stuck with it for a couple of years, but one morning, I was drinking my usual shake and had a realisation...

This does not taste good! I was forcing it down just to hit my protein goals, and that’s not how food should feel.

Back to Whey protein for me...

But that made things worse; I experienced bloating, weird digestion, gas and the taste wasn't much better, it quite literally tasted artificial. Yet, I needed my protein, so I persevered and blended it into smoothies, hoping the fruit would mask it, but the powder was so overpowering I couldn’t even taste the berries.

That was it, I was now done with protein shakes!

So, like most of my life problems, I asked ChatGPT.

The answer?

Build your own whole food protein shake.

What a ridiculous answer! But was it...believe it or not a true whole food protein shake did not exist. I found that even more ridiculous and that is how it started.

Ingredient by ingredient, version after version, I finally landed on the Cocoa & Hazelnut blend after 51 iterations. A shake that tastes good, has ZERO processed ingredients or chemicals, digests clean, and blends into smoothies without killing the flavour. 

My problem is now fixed! When I started sharing the story with friends many had experienced the same issues and also wanted to try it, so I spun up a home mixing facility. 

Those samples turned into customer orders.

This is how WholeFuel started.

We’re now testing it with real people to find out if this could be something bigger. Not just a better protein shake, but the beginning of a better category.

Because let’s be honest: most supplements are full of BS. Gums, fillers, artificial sweeteners, mystery powders and who knows what else.

It’s all been normalised, but it’s not normal.

WholeFuel is our answer to that.

Our vision is to build a whole food supplement brand that becomes your go-to. Not just for protein, but for whatever your body needs. Always made with real ingredients. Always easy to enjoy. Always grounded in how food should actually make you feel.

This is just the beginning.