The formula, in full
The supplement industry has a trick called "fairy dusting" — cram 75 ingredients into one scoop so the label looks impressive, at doses so small none of them can do anything. We built HEFT as the argument against it: six ingredients, each at a dose that means something, every one printed here and on the pouch. Per 30g scoop:
Speciality-grade, ~120mg caffeine — one proper coffee's worth, not an energy-drink jolt. It tastes like coffee because it is coffee, hot or over ice.
The base, not a flavouringA real dose — most British breakfasts carry under 10g. Whey is a complete protein with every essential amino acid. Under 120 kcal per serving.
Protein contributes to the growth and maintenance of muscle massThe most-researched sports supplement in existence, now a mainstream daily habit — including for women and older adults. 3g is the full authorised daily amount, not a sprinkle.
Creatine enhances physical performance in successive bursts of short-term, high-intensity exercise†The exact daily amount the NHS advises every UK adult to consider from October to March. We just put it where you'd never forget it.
Contributes to the maintenance of normal bones and muscle functionThe morning vitamins. Both carry the same authorised claim — one that describes 6:45am with unsettling accuracy.
Contribute to the reduction of tiredness and fatigueThe quiet foundations: magnesium for tiredness, fatigue and muscle function; zinc for normal immune function. Forms chosen for taste neutrality in coffee.
Authorised claims only — alwaysSweetened with stevia — no sucralose, no aspartame, no acesulfame-K. That's the entire label. †Claim applies at 3g/day.
Final nutrition panel will be published from the manufacturer's lab analysis before launch. Contains MILK (whey). High caffeine content — not recommended for children or pregnant or breast-feeding women.
Launching soon · Original & Vanilla
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