Chief Alchemist’s Notes #1

Hey Fam!

Welcome to the first of the Chief Alchemist’s notes! I’m here to bring you a little sneak peak on what we’ve been working on behind the scenes!

Just wanted to give a quick shoutout to Michelle and Jenn for posting such lovely messages in our last relaunch update! ❤️ Thank you!

What’s been happening in research and development?

Over the last year, I’ve been personally developing each of our new and upcoming flavours, as well as our reformulating our existing ones. We’ve been working hard to analyse and implement what you wanted from the survey into our new products to make sure we’re definitely creating the right products FOR YOU in our relaunch.

For example, did you know that the overwhelming majority of you actually drink your protein with something other than water? And that most of you value your macros almost as much as you value flavour and taste (more results below)!

Some of you did mention that the latest batch of matcha frothed up way too much after shaking and sometimes didn’t mix well. When shaken, we’ve found that a high concentration of tea powder does produce an excessive amount of foaming and that matcha, by nature, doesn’t seem to mix well without a shaker ball. We’re definitely working to address this!

Moving to a Protein Blend

We started FEA with the desire to cater for people with lactose intolerance, and were able to achieve that using only Whey Protein Isolate. We are still 100% committed to this! However, from the survey results and feedback, it was clear that the majority of you actually preferred the taste of a milk (any kind) or a combination of milk and water.

Based on this feedback, we’ve been working on an incredible blend of protein (WPC, WPI and Micellar Casein) that improves the overall flavour and natural creaminess of our protein signficantly with water, so you don’t have to mix it with milk. This way, we don’t use any creamers (which is basically just oil, i.e. coconut oil or vegetable oil) or thickeners AND it tastes just as good with only water. If you’re on the go and don’t have access to milk, but still want delicious boba flavoured protein, then you’re all set! 👍

You’re lactose intolerant? Don’t worry, I am too - we’ve got your back and have sourced the highest quality lactase enzymes from Japan to ensure the less fortunate ones like you and me can still enjoy this with no consequences (or compromise)! 🥛🐮

Improving the Quality of our Ingredients

It’s clear to us that flavour and taste are important to you all, and the balance of macros comes in at a close second.

We’ve taken this to heart and worked on getting the best combination of flavour and taste, without compromising on macros. We’re sourcing our products directly from Taiwan, Japan, Thailand and more direct sources (no spoilers 😜), and are packing our products with the maximum flavour possible, all whilst balancing out the sweetness and creaminess. 👌

We sampled a large variety of proteins from USA, Europe, Australian and New Zealand whey protein, and there was a clear winner in taste, creaminess and flavour here 🏆. Whilst almost double the price of the overseas counterparts (yes, even after import costs!), our new protein will now be sourced directly from Tasmania, Australia and New Zealand, so you can be assured that you’ll be drinking only the best world-class whey there is!

As you’re all aware, the cost of goods across the globe amongst all different industries has gone up significantly; no less the prices of raw ingredients and whey especially (this has gone up more than 200% over the last 6 months). In order to deliver on this improved flavour and texture, an increase in price will occur upon launch. BUT, if you filled out our feedback survey, you will be receiving a juicy discount code to use for launch! 👏

What’s happening with our flavours?

All of our launch flavours are brand new formulations and recipes. In addition to our signature flavours, one NEW permanent flavour will be joining the crew and also an exciting launch exclusive flavour 🤩! (only available for a limited time) 👀

Finally, we’re working on getting some samples out to some of our VIP customers in the coming weeks for personal feedback 🎉 We’ll be in contact with you very soon!!

We’ll have more flavour-specific updates shortly 🤤

We’re very keen to introduce you to our new protein blends and flavours as they taste significantly better than the previous Isolate-only powder. With the addition of premium lactase enzymes, we’re certain that you can all enjoy our new formulas to their fullest! How do YOU feel about this change? let us know below.

Signing off,

👨‍🔬 Chief Alchemist, Alric