Behind the Clean Protein Shift

Hello our boondi ke laddoos,

Welcome to the twelfth edition of Tastes like a Cheat Meal. You can read others here - https://newsletter.proskii.in/. 

For first timers, this is Proskii’s weekly newsletter. Both me (Yash) and Rohit hate reading long emails / blogs, so we usually keep these short and promise to not spam your loving soul

SACH MAI!! AMRITSARI CHOLE KULCHO KI KASAM

Clean - Protein Era?

You’ve probably noticed : suddenly everyone’s talking about clean protein

Earlier, “clean eating” usually meant removing things — less sugar, less oil, less processed food.
Now the mindset has shifted.
People aren’t just subtracting… they’re adding!

Adding protein, adding functionality, adding value to every bite

Because health isn’t only about what you take out.
It’s also about what you put in.

Why the new hype?

Because all of us, like you, us, our moms, even your pados ki Sheila aunty - are done being fooled by fancy packaging.
We flipped the box and realised half the “healthy” foods out there are basically sugar bombs wearing gym clothes.

Consumers are turning into Consumer 2.0.
We read labels. We stalk nutrition panels.
And we side-eye anything that sounds like it belongs in a chemistry lab.

Honestly, we love it. Because food should earn your trust, not just your money

So where do we come in?

This is exactly why we did our commercial trial. Not to just prove, “haan haan taste mast hai.” But to answer scarier questions :

1. Can this recipe be scaled without losing quality?

2. Is this process safe and efficient enough for real-world production?

3. Will the texture stay consistent when machines run all day ?

And to make sure what’s promised on the label is exactly what we deliver.

Because building a “clean protein” product isn’t a one-day story.
It’s a grind no one talks about.

This is why commercial trials matter. They are not the glamorous part of “building in public”, but they are the backbone. Without them, all the fancy packaging, reels, and branding are….well, drama

We spent literally a week, sourcing right, testing every batch, making sure the machines behaved, and checking quality like hawks

What we learnt ?

This trial reminded us that food entrepreneurship is mostly ops + science, not just “let’s make it yummy.”

And we want you to know this because when you finally see our cereal on shelves, it won’t be luck. It’ll be months of tweaking, testing, and yes — a few embarrassing failures behind the scenes.

The Real Us

We’re still the same middle-class corporate dudes chasing extraordinary dreams (with Joey supervising from his nap).

This shift towards clean protein isn’t a “trend.” It’s the future. This commercial trial was our way of proving we can build it the right way.

Also, small heads-up before rumours start — we’re launching soon
Dates, drama, and first dibs will all show up on Instagram.
Consider this your ‼️WARNING‼️

Early Broskiis get better access to the crunch, latecomers get FOMO. Join the waitlist here —> https://tally.so/r/w8RVXo

Thank you for reading till the end - You’re a sweetu
Also thank you for subscribing to the newsletter - sweetu x 2

We’re working hard taki AAP CEREAL CHUNO, CHINI SE BHARE CEREAL KILLERS NAHI!!

See you next week,
Yash & Rohit
(-150 for Rohit’s “protein ke bina abs nahi banenge” speech during the trial)

PS : Next time you’re flipping packets, send us your funniest wtf ingredient finds. We’ll feature the best ones. Promise.