New Protein Start-Up, but it’s Not for the Gym Selfie Brigade

Muscular Man taking a selfie

A strictly no-jargon protein company is launching the UK’s first protein service to target people who are not so familiar with supplements and the science behind them, the start-up intends to deliver protein directly to the doors of members of the British public who may never have heard, let alone used, the terms ‘gains’, ‘DOMs’ or ‘protein shake’ before.

A new start-up is launching tailored protein blends directly to customers’ doors for the first time in the UK, but fitness buffs and gym bunnies are not the people that the new company wants to connect with.

So who?

With customers asked only to input simple details about their current age, height and weight and information about their individual goals, the team at P-Fit will create a complete package tailored specifically to the user’s plans; removing their need to spend hours researching online and browsing health shops and sites to find the right solution for their needs.

The team want to demystify the elusive protein industry, inspired after they conducted a survey of 2,150 regular gym goers and found that 76% felt that they ‘didn’t fully understand’ protein supplements or the difference between various types of protein; in spite of more than half (51%) taking them. These findings supported the P-Fit team’s ethos that, seeing as even those working or heavily involved in the fitness industry regularly get caught in conflicting arguments about what is best, it is impossible for the average person to understand. To cater to this, the package will not only include the tailored protein supplement calculated by the team of experts, but also meal plans, instructions on how to make it up and guidance on exactly when and how much to take.

To make protein more accessible for the majority, the company makes all the tricky calculations for the customer. This means that the groups of people who would benefit from additional protein in their diet but may not understand it will now have far easier access to what they need; such as people embarking on a new exercise regime, those seeking stronger nails and hair, people recovering from illnesses or elderly people, who have less efficient absorption of protein so need to consume more than they would in their usual diet.

The protein itself is a grass-fed whey-based formula, using only the highest quality ingredients to guarantee a premium product. P-Fit is also vegetarian-friendly, to cater to all the non-meat eaters that are keen to introduce a higher level of protein into their diet.

Oliver Cookson, the founder of commented:

“The whole idea behind P-Fit is to make protein really easy; from understanding what you need to achieve your goals right through to having it arrive at your doorstep. I’ve worked in the fitness and nutrition industry for more than 12 years now, having previously owned MyProtein and now Monocore Ltd, the parent company for popular brands like GoNutrition and Saints & Slimmers, and I know just how complex and scientific it can be; even those in the know don’t always agree on their best techniques and ingredients. For the average person, it really looks like a minefield with mistakes to make at every corner.”

He continued:

“For the first time, P-Fit is offering to listen to the customer first – to find out who they are and what they want – and then provide them with exactly the solution they need and tell them exactly how to use it. This is really powerful stuff because it means people who are protein-deficient finally have a chance to correct it, without having to wade through tonnes of literature to figure it all out. Protein doesn’t have to be something that’s only for exercise and nutrition fanatics; we all need it! We’re determined to change how protein supplements are perceived.”



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