01
Listen
We read hundreds of public posts from people describing the same problem in almost identical words. Everything tastes too sweet. Big servings are unbearable. The tub is sitting in the cupboard unopened.
Done
Formula in development. The waitlist is choosing the flavour.Have your say
For appetites that have changed
Clear whey protein for a GLP-1 appetite.
Thin, cold and fruit-forward instead of thick and milky. Built for people on GLP-1 medication who are eating far less than they used to, and still need the protein to go in.
For adults using prescribed weight-management medicines whose appetite and food preferences have changed.
The waitlist chooses the flavour and the sweetness level. Five minutes, no card, and you are on the list before anyone else.
Mixes clear in cold waterClear whey isolate
Mixes clear, never milky
Lightly sweetened
Fruit-forward, not dessert
Who it is for
Built around changed appetites, not bigger ones.
We started with adults on prescribed weight-management medicines whose appetite and tastes have shifted, and worked backwards from what they said they could actually face.
You are eating far less than you used to, and meals you once finished now feel like too much.
Your taste has changed. Things read sweeter than they did, and the protein you already bought is undrinkable.
A thick, milky shake is the last thing you can face, so the protein simply is not going in.
Then join the waitlist
Not on that path, and just want a clear protein that is not sickly sweet? It works exactly the same way.
Why clear whey
Everything here answers one complaint.
- Isolate, not concentrate Whey isolate is filtered further than concentrate, so it disperses in water rather than forming a creamy, coating texture. It is still a milk-derived protein, so it still contains milk.
- Sweetened for a changed palate Most powders are sweetened for somebody with an ordinary appetite who wants something dessert-like. Ours is being formulated well below that level, because oversweetening is the single most repeated complaint we found.
- Light and fruit-forward A cordial character rather than a milkshake one. Peach iced tea is the current direction. It is not final, and the waitlist helps decide it.
- One flavour, done properly We would rather get a single flavour right than launch four that are almost right.
How it fits
Cold water. A glass. That is the whole ritual.
It is meant to be the easiest thing you do all day, not another task with instructions attached.
- Cold water, not milk It is designed for water. Milk defeats the point of a clear protein, and milk is the texture most people tell us they cannot face.
- Stir, rather than shake Provisional The target is a powder that disperses with a spoon in a glass, without a shaker and without lumps. Finished samples decide whether it earns that description, and we publish the answer either way.
- Drink it cold Cold blunts sweetness and lifts the fruit character. If your taste has changed, temperature matters more than it used to.
- Whenever it is easiest There is no window and no schedule. It is a drink you have when a drink is manageable, which for a lot of people is the whole reason it works.
Concept imagery. Final product photography pending.
Provisional means the target we are building to, proved on a finished sample before the label comes off. We confirm it or we change it, and we tell you which.
Why we built it around protein
About a quarter
of the weight lost on these medicines is lean mass, not fat. That is the finding across 22 randomised controlled trials, and it is the reason this product exists rather than another flavour of the same shake.
Metabolism, 2025
Protein contributes to the maintenance of muscle mass.
One sentence, assessed by a regulator, and the only protein claim in Great Britain with evidence behind it. We would rather say one true thing than five persuasive ones, so this is the one health claim on this site.
Authorised wording from the GB Nutrition and Health Claims Register, used exactly as written. It applies where at least 12% of the energy value of the food comes from protein. Not a medicine, and not a substitute for a varied and balanced diet.
Independent assay
Every batch assayed by a third-party UK laboratory, with the certificate published on the product page rather than supplied on request.
Certificate published here at launch
UK manufacture
Blended and packed in the United Kingdom. The manufacturer is named here the moment the bake-off closes, and the certificate goes up with it.
Manufacturer named here once selected
BRCGS audit grade
We ask every manufacturer on the shortlist for their audit grade, HACCP plan and allergen declaration before we place a single order.
Published before we order
What we will not claim
No effect on appetite, cravings, fullness, digestion, side effects or weight. Those belong to medicines, not to protein powder.
In force todayTransparent development
We are showing our working.
Most supplement brands tell you the result. We would rather show you the process, including the parts that are not finished yet.
02
Specify
We wrote a target specification around tolerability rather than around grams. Clear whey isolate, thin in cold water, sweetness well below the category norm.
Done
03
Shortlist
UK manufacturers, so a short schedule does not quietly become a long one. Each is asked for a batch certificate of analysis, an allergen declaration, a HACCP plan and a BRCGS audit grade.
In progress
04
Taste
Samples tasted blind, mixed in cold water, by people who are actually eating less. If none of them pass, we do not launch. That is written into the plan, not into the marketing.
Next
05
Verify
An independent laboratory assay of a real batch, not the supplier's own paperwork, published in full.
After the taste testThe people we built it for
Guides
The questions worth answering properly.
Plain, sourced writing about clear whey protein and about protein as a nutrient. Every figure carries a link. This is writing about a nutrient, not about our product.
How much protein do you actually need when you are eating less?
The reference intake was never designed for someone in a steep deficit. What the literature says, and how to work out your own number.
Clear whey versus a traditional protein shake
Isolate, filtration and hydrolysis in plain English, and why the same gram of protein can be either drinkable or completely undrinkable.
How to choose a clear whey protein
The eight checks that separate most of the market, in the order they matter. Including the four we are holding our own supplier to.
Founding-member value
An email is a low bar. Here is what it actually buys you.
Founding members shape the product and then get it before anyone else. None of it costs anything, and none of it depends on you buying.
You pick the flavour
The questionnaire decides the flavour direction, the sweetness level and the serve size. The answers go to the manufacturer, not into a marketing deck.
You taste it first
Samples go to the waitlist before they go anywhere else, including before we post a word about them publicly.
Launch pricing, held
Founding members get the launch price and we do not quietly raise it three months later. The price is set when the bake-off closes, and the waitlist hears it first.
The writing, free
Sourced guides on protein when you are eating less. No account, no upsell, and no advice about your medication, which is a conversation for your prescriber.
Straight answers
The things people actually ask.
Including the ones where the answer is a date, a number or a certificate that gets published here the moment we have it.
Can I buy it?
It launches once samples clear a blind taste test and an independent laboratory assay. We are tasting samples from UK manufacturers now. There is no checkout, pre-order or card capture until the product physically exists, and the waitlist sets the flavour and hears the price first.
What will it taste like?
Light, fruit-forward and closer to a cordial than a shake. Peach iced tea is the current direction rather than a decision. The waitlist helps choose it and tastes it first.
How much protein is in a serving?
The figure is set at sample stage, once the formulation is final, and the full nutritional panel goes on the product page the day it is. We publish a protein figure we can stand behind or none at all, which is why there is not one on this site today.
Is it suitable for me if I am on medication?
Your prescriber, your GP or a pharmacist is the right person to answer that. We will tell you exactly what is in the product once the formulation is locked, so you or they can decide. Any brand that offers to make that decision for you is overstepping.
Does it contain milk?
Yes. Whey is derived from milk, so this is a milk product and will carry a milk allergen declaration. Isolate is filtered further than concentrate, which is what gives it a clear, non-milky texture, but it is not dairy free.
How do I know what is actually in it?
From the independent assay of the batch in your pouch, published on the product page. That batch does not exist yet, so neither does the certificate. Independent testing across this category has repeatedly found products containing far less than the label claims, which is why a supplier's own paperwork is not good enough.
When does it launch, and what will it cost?
The date is set by the samples, not by us. Launch depends on them passing a blind taste test and an independent assay, and if they do not, it moves. The price is set once the cost of goods is known.
What happens to my email address?
It is used to tell you when the product is ready, and for nothing else unless you ask. We never share it and never sell it. We do not store medication status or any health information against your record in our systems.
The evidence
Check us. Here is everything we read.
Every figure on this site comes from somewhere you can go and read yourself, and these are the primary sources rather than summaries of them. Where the evidence is thin or contested, we say so on the page instead of picking the friendliest study.
1
Metabolism: Clinical and Experimental2025
Effect of GLP-1 receptor agonists and co-agonists on body composition: systematic review and network meta-analysis
Across 22 randomised controlled trials, lean mass loss made up roughly 25% of total weight lost. The paper singles out the most potent medicines as producing the greatest overall weight loss while being among the least effective at preserving lean mass.
Read the meta-analysis
2
Nutrients, via PubMed Central2022
Protein intake and muscle mass: systematic review and meta-analysis
The evidence base behind the one claim we make. Reviews the relationship between protein intake and the maintenance of muscle mass.
Read the review
3
GOV.UKCurrent
Nutrition and health claims: guidance to compliance with Regulation (EC) 1924/2006
The rulebook we work inside. It is why the one claim on this site is a specific authorised sentence used word for word, and why we will not write a friendlier version of it.
Read the guidance
4
Advertising Standards AuthorityCurrent
Advice on advertising weight-control prescription-only medicines
The line we will not cross. Prescription-only weight-management medicines cannot be advertised to the public in the UK, which is why you will never see us name a brand of medication or show a pen anywhere on this site.
Read the ASA advice
5
FoodNavigator2026
How 'GLP-1 friendly' claims are regulated in the UK and EU
An analysis of exactly where food labelling sits on this question. Its conclusion is that the position is unsettled and untested in the courts, which is why we describe who the product is for and never what a medicine does.
Read the analysis
6
The Grocer2026
Applied Nutrition adds supplement support range for GLP-1 users
Context for why this category now exists. UK retailers including Holland and Barrett, Morrisons and M&S have all launched ranges aimed at the same customer. We are not inventing a market, we are trying to serve one part of it properly.
Read the trade report
None of these sources is about brim, and none of them is an endorsement of brim. They describe protein as a nutrient, the regulatory position in Great Britain, and what is happening in the market. If you think we have read one of them wrong, tell us and we will correct it in public.
Founding members
Help us get it right, then get it first.
We are choosing the flavour, the sweetness level and the price over the next few weeks. The questionnaire is what decides them.
Answer the questionnaire
Six pages, about 3 to 5 minutes. No account and no card.
Would rather not fill in a form? Leave an email and we will simply tell you when it launches.
By leaving your email you agree to receive launch updates from brim. One email when the product is ready, nothing else unless you ask. Never shared, never sold, unsubscribe in one click. See our privacy notice for how we handle your data.
Help choose the flavour.
Join the waitlist