There’s a reason most protein drinks taste like fast-food milkshakes.
Check the ingredient list and you'll find a high quantity of sweeteners and artificial flavourings.
We spent a lot of time deciding how to approach this. Originally we thought we'd just do unflavoured and let you blend it with fruit or raw cacao, or similar. But we decided that was a bit purist and restrictive.
We also have the issue that we pack a lot more into our product: protein, greens, vitamins and whatever other ingredients you need to support your personal goals. It has a real, textured profile. You can't neutralise that with a chemical blast of flavor without losing the point of the product.
So, flavours it was (though we kept the unflavoured as an option for you purists and smoothie makers). We decided to go with the option of minimal natural flavouring, chocolate or vanilla.
We tested the industry-standard artificial sweeteners like sucralose. They were nauseatingly sweet when compared back to back. Instead, we chose a touch of Stevia. A botanical extract used for centuries that provides sweetness without the metabolic noise of a blood sugar spike.
The result is It doesn't taste like melted ice cream. It tastes like real food. Someone once described it as a "flavor profile for grown-ups." We took that as a compliment. (However it was meant.)
So the upshot is much less rubbish in your shake, however, it doesn't taste like an ice-cream. But, hey, you're a grown up. Sometimes we just need to do what's good for us.
We’re constantly refining the experience, we see this whole thing as constantly evolving, so let us know what you think. We never set out to be a choice for the purist, we want to support everyone that wants to move well. We value the feedback, but we’ll never compromise on the junk ingredients.
For now, as with everything we do, we wanted to keep it simple and transparent. So now you know.