A goal is simple.
Eating for it isn’t.
Hitting a protein target can mean planning separate meals, adding shakes or doing maths at every snack. We want protein to fit into an ordinary day.
ONE BRAND. MORE WAYS TO REACH YOUR GOAL.
PROTEIN
IS EASY.
We’re building a range of familiar foods around one simple ambition: 50% protein by weight. Starting with flour. Growing into the rest of your day.
Explore the planned range ↗50g food = 25g protein.Our core formulation target. Final labels to follow.
PACKAGING CONCEPTREAL FOOD.✳HALF PROTEIN.✳ZERO COMPLICATED MATH.✳
WHAT WE’RE BUILDING
More protein.
Same everyday.
50gee is a pre-launch food brand built around a simple idea: make a daily protein goal easier to reach through foods people already want to eat.
A goal is simple.
Familiar foods.
A protein-first recipe.
Start with the roti. Then the cookie. Then the crunch. Our core target is 50g protein per 100g of product, with nutrition confirmed for each recipe before launch.
Eat. Track.
Find your next bite.
A planned companion app connects the range: log 50gee and other foods, see what’s left of your goal and explore foods that could close the gap.
MORE SOURCES. MORE VARIETY.
Milk, plants, yeast and more. We’re building a range with different protein sources to bring more variety to your daily protein intake.
SAME APPETITE. NEW POSSIBILITIES.
The food comes first.
Flour leads the launch.
The rest is the roadmap.
15 products. Five ways to find your protein. Flour is first up; the wider range is coming. Protein values shown are formulation targets, with final labels, prices and availability to follow.
HELP BUILD THE NEXT BITE
Your craving.
Our next challenge.
What else should get the 50gee treatment?
Back an idea below or send us your own.
These are ideas to explore, not confirmed launches. Counts show real votes on this preview and start at zero.
Loading community requests…
ONE IDEA. SO MANY WAYS TO EAT.
Half the weight.
All the simplicity.
Start with our Performance Atta: a target of 50g protein per 100g flour. The wider range has its own product-specific targets, so you can mix up your food and keep track.
Listed protein targets range from 50–54g/100g. Makhana Mix nutrition is still being confirmed. Final labels will specify how to weigh and prepare each product.200gdry Performance Atta
=100gprotein at the formulation target
THE PLAN, IN PLAIN ENGLISH
Start with a staple.
Build a daily habit.
A focused first launch, a broader food range and a useful companion for everyday protein planning.
Flour first.
Bring Performance Atta to market. Learn from taste, cooking experience and repeat use before widening the range.
More moments.
Develop cookies, crisps and other familiar formats. Use customer requests to help prioritise what comes next.
Join up the day.
Make the food range easier to use alongside everything else people eat. The tracker below demonstrates that experience.
Pre-launch: checkout is not yet open. Product imagery is conceptual; nutrition targets, packaging, pricing and availability will be finalised before sale.
LESS GUESSING. MORE LIVING.
Try the companion idea.
An interactive prototype of the planned app.
Log a bite. See what’s left.
TODAY
0gof 100g protein
What did you eat?
DAILY LOGPrototype tracker • Saved only in this browser, by day. Outside-food protein is entered by you from a label or trusted source. Estimates use each product’s formulation target, not verified nutrition labels. Makhana Mix is excluded until its value is confirmed.
THE EVERYDAY PROTEIN REVOLUTION
EAT.ENJOY.REPEAT.
Big goals. Small bites.
Protein that fits your life.