Asked & answered.

Yes, because it is coffee. The base is barista-grade instant, not "coffee flavouring" (a distinction some competitors hope you won't notice). Taste is the whole game for us: we're running blind taste rounds against every protein coffee in Britain before launch, and if it isn't genuinely good, we delay. That's a public promise.

Per 30g scoop: barista-grade instant coffee (~120mg caffeine), 15g complete whey protein, 3g creatine monohydrate, 10µg vitamin D3, vitamins B6 + B12, magnesium and zinc (each ≥15% NRV), stevia, natural flavourings. That's the entire label. Full breakdown on The Stack.

Because it's the most-researched supplement in the world, it's near-tasteless, and the hardest thing about creatine is simply remembering it daily. Attaching it to coffee solves that permanently. 3g/day is the authorised amount, and creatine's audience has changed: roughly a third of buyers are now women, taking it for strength and healthy-ageing reasons, not bodybuilding.

No. Stevia only: no sucralose, no aspartame, no acesulfame-K. If you want the coffee-nerd version: we pair stevia with a small amount of erythritol to round off the finish.

Whey and coffee are both naturally bitter. With no sweetener, most people wouldn't finish the cup, and taste is the whole point. Sugar would work but it would wreck the "under 120 calories" side of the deal. Stevia comes from a plant, carries no calories, and doesn't bring the baggage the artificial sweeteners do. It's the honest middle.

Because whey is a complete protein, it dissolves cleanly into a hot drink, and frankly it tastes better in coffee than any plant blend we've tried. A vegan version is on the list for later, done properly rather than rushed. For now we'd rather do one thing well than two things adequately.

Two reasons, both honest. One: a scoop you mix fresh tastes like real coffee; a can that's sat on a shelf for months doesn't. Two: creatine slowly breaks down when it's left sitting in liquid, so the only way to give you the full 3g dose is to keep it dry until the moment you add water. The pouch isn't the cheap option, it's the right one.

Both. Hot water and a stir for a regular cup; cold water, ice and a 10-second shake for an iced latte that happens to contain your entire morning stack.

It contains milk (whey) and roughly one coffee's worth of caffeine per serving, so as with strong coffee generally, it's not recommended for children or pregnant or breast-feeding women. If you have a medical condition or take medication, ask your GP the way you would about any supplement.

Soon. We're in manufacturing development now. You can watch the whole process @heftcoffee. The founding list gets first access and 25% off the first box.