Making something about HEFT?
Thank you. Here's what you need to do it well and within UK rules: what HEFT is, the exact claims you can use, the words to avoid and how to label an ad.
HEFT in one line.
Real instant coffee with 15g of protein from whey, 3g of creatine and 10µg of vitamin D in one 30g scoop. Every dose printed. Not on sale yet, and there are no samples, so there's nothing to post you right now.
Say it word for word.
These are the only claims HEFT uses. Copy each one exactly, without shortening it, merging it with another or adding words to it.
High protein.
Protein contributes to the maintenance of muscle mass.
Protein contributes to a growth in muscle mass.
Protein contributes to the maintenance of normal bones.
Vitamin D contributes to the maintenance of normal bones.
Vitamin D contributes to the maintenance of normal muscle function.
Vitamin D contributes to the normal function of the immune system.
Please don't say.
- Anything about energy, focus, boosting, jitters or crashes.
- Anything about your brain, mood, sleep, stress, hormones or weight.
- Metabolism, fat burning or detox.
- Clinical, proven or guaranteed.
- Made in Britain (it isn't decided yet).
- Anything about how it tastes, dissolves or feels (nobody has tried it yet).
- Claims for B6, B12, magnesium or zinc (we're holding those back).
- Anything aimed at under-18s (HEFT isn't for children).
Label your ad.
If we've given you anything, whether that's product, money, a code or a free month, your post is an ad under UK rules. Put #ad or Ad at the start of the caption and in the video itself, not buried in the hashtags. Gifted counts too.
Get in touch.
Email hello@heftcoffee.co with your handle and what you make. When samples exist, creators we've spoken to get tasters first.
Want the founding offer too?
Join the founding list: 25% off the first pouch and the build log by email.