This website, rebuilt.
The old sign-up form looked like it worked and saved nothing. This one saves your email, gives you a real number and shows the label we're working to.
Where we're up to.
We're building HEFT in public. This is the log: what's done, what isn't, and dated notes along the way. If something slips, it says so here first.
Status.
Done
In progress
Not yet
- DoneFormula set: six ingredients, every doseJuly 2026
- DonePouch drawnJuly 2026
- DoneSign-ups that actually save
- Not yetManufacturer chosenNot yet
- Not yetFirst samplesNot yet
- Not yetThe Blind Mug TestNot yet
- Not yetLab analysis of the recipeNot yet
- Not yetFirst batch madeNot yet
- Not yetFounding window opensNot yet
Last updated .
The Blind Mug Test.
Taste is the whole game, and nobody has tasted HEFT yet. So here's the test it has to pass, published before the samples exist.
The Blind Mug Test
Awaiting samples| Pass mark | HEFT |
|---|---|
| Dissolves in a hot mug with ten seconds of stirring. No lumps. | Not yet run |
| Tastes like a coffee you'd choose to drink. | Not yet run |
| No grit from the creatine. | Not yet run |
| No metallic edge from the magnesium. | Not yet run |
| Not chalky, not claggy. | Not yet run |
How it works: the cups are coded, so nobody knows which is which. The tasters are volunteers from the founding list, plus us. Each pass mark is scored from 1 to 5. Every score gets published, including ours if we lose. The rivals get named once we've bought them. If HEFT doesn't pass, it doesn't ship.
The bit we can't show you yet.
Notes.
The pouch, drawn.
A cocoa bag, one print colour and a line-drawn glass. It's a drawing, not a proof: the real artwork waits for a manufacturer's template.
The formula.
Six ingredients, every dose set: real instant coffee, 15g of protein from whey, 3g of creatine, 10µg of vitamin D, B6 and B12, magnesium and zinc. Sweetened with stevia leaf extract and a little erythritol.
Get the next entry by email.
Join the founding list: the build log, the Blind Mug Test scores when they exist, and 25% off the first pouch.