Wheyhey

Wheyhey operates in the health food sector, specifically focusing on high-protein, low-sugar products. The company was established in 2012 by Damien Kennedy and Greg Duggan. The two founders, who were friends, met while studying sports science at Brunel University and later worked as elite athlete coaches. Kennedy, a former super league basketball player, and Duggan, who worked with elite football and rugby players, identified a market gap for a healthy treat that was nutritious without compromising on taste. The idea was sparked when Kennedy observed his mother eating what she believed to be healthy frozen yogurt, which was actually high in sugar. This motivated the duo to create a genuinely healthy alternative.

The initial product development began in a flat in Brixton with a second-hand ice cream maker purchased on eBay. The company's first product was a high-protein, sugar-free ice cream sweetened with Xylitol, a natural sweetener derived from tree bark. After facing administration in its early years, the business secured new investment and relaunched, capitalizing on the growing consumer interest in protein. A significant milestone was achieved in 2016 when Wheyhey was selected for the THRIVE accelerator program in Silicon Valley, which provided a platform for growth and venture capital funding opportunities. The company has received backing from notable figures, including an investment from supermodel David Gandy.

Wheyhey's business model revolves around the production and sale of a range of health-focused food products. Its revenue is generated through direct-to-consumer online sales and retail distribution partnerships. The company initially targeted fitness enthusiasts and gym-goers but has since expanded its focus to the mass market, aiming to appeal to a broader audience of health-conscious consumers. Distribution has grown from independent gyms and health stores like Holland & Barrett to major supermarket chains such as Tesco, Sainsbury's, and Iceland, as well as online retailers like Ocado. The company also has an international presence, exporting to several European countries with plans for further expansion.

The product line, which started with protein ice cream in flavors like chocolate, vanilla, and strawberry, has diversified significantly. It now includes protein yogurts, ready-to-eat meals like BBQ Chicken Pasta and Katsu Chicken with rice, high-protein pizzas, and snacks such as protein brownies and pancakes. The core value proposition is that all products are high in protein, low in sugar, and made with natural ingredients, offering an indulgent taste while supporting a healthy and active lifestyle. For instance, a 150ml tub of their ice cream contains as much protein as a medium-sized chicken breast. The company's branding and packaging are designed to be fun and energetic, reflecting the benefits of the products.

Keywords: high-protein foods, low-sugar snacks, healthy ice cream, protein yogurt, ready meals, functional food, sports nutrition, health and wellness, natural ingredients, Xylitol sweetened, food and beverage, direct-to-consumer, retail food products, foodtech, European food market, Damien Kennedy, Greg Duggan, healthy lifestyle brand, meal prep